Points of view

x Sponsored content on Research Live and in Impact magazine is editorially independent.
Find out more about advertising and sponsorship.

Much has changed in the media landscape in 15 years, as James Holden, director of marketing and audiences for BBC News, has seen first hand. During his time at the public service broadcaster he has witnessed how research has become increasingly complicated – and data-heavy – since the digital world exploded.  

“There’s a veritable tsunami of information now, ” he says. “You can bombard people with data. Before, it was TV and radio, and we were dealing with currencies that were less open to interpretation.” 

Yet Holden points out that the research challenge at the BBC remains the same now as it was in 2000, when he first joined: to provide an audience context to aid strategic, editorial and tactical decisions. He believes that a focus on the sheer pace of change can be dangerous and it’s important not to underestimate the impact of it all.  

“Sometimes people jump on the next big thing, ...