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Dr G Mytton

Audience Research Training and Consultancy


BA, PhD (University of Manchester)
Audience Research Training and Consultancy
Formerly: Head of International Audience Research, BBC, UK; BBC World Service, as Controller of Marketing and range of other posts as a broadcaster
Areas: International radio broadcasting; radio and television audience, opinion and market research; radio programme production; project and programme evaluation; marketing and promotional planning and strategy. Social Marketing especially in Development and education
Research: The history of audience research at the BBC World Service Media in South Sudan, Sierra Leone and Darfur
Regions: Experience of leading projects and training events internationally
Publications: include: Books: - Listening, Looking and Learning, Lusaka: Institute for African Studies, 1974; - Mass Communication in Africa, London: Edward Arnold, 1983. This book uses three case studies of press and broadcasting in Nigeria, Tanzania and Zambia mainly during the period 1960 to 1980. - A Training Manual for Development Market Research Investigators (with Scarlett Epstein and Janet Gruber), London, BBC World Service, 1991; - Global Audiences (Ed.), London: John Libbey, 1993; - Handbook on Radio and Television Audience Research, Paris: UNICEF and UNESCO, 1993; (Also published in Russian, French, Slovak, Indonesian and Laotian) - Handbook on Radio and Television Audience Research, Revised and expanded edition, London: BBC World Service, UNICEF and UNESCO, 1999 - (French edition published in 2000, Indonesian edition in 2001; Slovak language edition in 2007, Italian edition forthcoming) Articles in journals and Chapters in books: - “Never Mind the Quality, Feel the Ratings!”, in The Word on the Box, The 1995 London Lectures on Contemporary Christianity, London, Paternoster Press, 1997. "Africa" in Transnational Television Worldwide: Towards a New Media Order edited by Jean Chalaby, London: Tauris (2005) "Media Occupations in Sub-Saharan Africa" in Media Occupations and Professions: A Reader, edited by Jeremy Tunstall, Oxford: OUP (2001). "From Saucepan to Dish: Radio and TV in Africa", in African Broadcast Cultures, edited by Richard Fardon and Graham Furniss, Oxford: James Currey (2000). Handbook on Radio and Television Audience Research, Revised and expanded edition, London- BBC World Service, UNICEF and UNESCO (1999). "Research in New Fields" The Journal of the Market Research Society, Vol 38, No. 1 1996. (Winner of the 1997 Market Research Society Silver Medal for the best research article in the journal of the MRS.) - “From Mouthpiece to Public Service: Donor Support to Radio Broadcasters in New Democracies”, Development in Practice, Volume 19, No. 4-5, June 2009 pp491-503. - “Audience Research at the BBC External Services during the Cold War,” Journal of Cold War History, Special Edition Volume 11, Number 1, February 2011, pp49-67 - “Audience Research at the BBC World Service 1932-2010”, Participations: Journal of Audience & Reception Studies, Volume 8, No. 1 May 2011. http://www.participations.org/Volume%208/Issue%201/special/mytton.htm