The BBC Arabic Service, as part of the wider BBC World Service, plays a critical role in delivering trusted, impartial news and content to audiences across the Middle East and North Africa (MENA) and beyond. However, in a rapidly changing media landscape — with increasing competition from local and international broadcasters, and shifting audience consumption habits across TV, radio, and digital — the service needed to strengthen its relevance, resonance, and engagement with Arabic-speaking audiences.
The project’s key objectives were:
Skopos built a bespoke online panel community, designed to give BBC Arabic a continuous and dynamic channel for feedback:
The programme provided the BBC with clear, actionable insights that directly shaped the evolution of the Arabic Service:
Ultimately, this project brought the BBC Arabic Service closer to its audiences, ensuring that programming was not only trusted, but also felt compelling, relevant, and reflective of the cultural and political contexts in which it was consumed.
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