After twelve years supporting and strengthening the media in the developing world, the BBC World Service Trust (BBC WST) this month enters a significant new stage.
From today, 16th December 2011, we are changing our name to become BBC Media Action.
Our core purpose and mission remain the same, embodied in our strapline 'transforming lives through media around the world'. But the new name better explains what we do, and avoids confusion with other parts of the BBC.
From the end of January 2012 there will be a significant change in our look and feel – including through this website, but until then we can make only minor changes to the current site so please bear with us as we grow.
Further information about who we are, why we're changing our name and how we will continue to build on over a decade of using media to transform lives is available below.
Why media matters
The media can help empower people and communities to take action on issues which matter to them.
The media can help empower people and communities to take action on issues which matter to them. In an increasingly connected world, from citizen journalists and bloggers, to participatory radio and TV formats, to the sharing of ideas through social media, the power of the media is being demonstrated in unprecedented ways. Yet in large parts of the world, many millions still lack access to relevant, reliable and trusted information.
BBC Media Action is the BBC's international development charity. We use media to reduce poverty and promote rights around the world. We aim to inform, connect and engage people, empowering them to access their rights, increase their choices, and lead healthier lives.
'Media' for us means information in all its forms – from face-to-face advice and support, through developing strong journalism, to producing debates, dramas and magazine programmes delivered on radio and TV, to interactive services using social media, online and mobile telephony.
BBC Media Action works to deliver impact in the areas of governance, health, humanitarian response and resilience.
Why BBC Media Action?
Our 'action' is to provide access to information to enable people to make informed choices, and to take their own 'action' to shape their own development
Our new name is short, straight forward and direct. Our 'action' is to provide access to information to enable people to make informed choices, and to take their own 'action' to shape their own development. It is dynamic, forward looking and better illustrates how media is at the heart of all we do.
Why are you changing your name?
BBC Media Action is an independent charity, funded by external grants and voluntary contributions. In the UK, the name BBC World Service Trust has been confused with the BBC Trust, the governing body of the BBC.
The name BBC World Service Trust has also created confusion about our relationship with BBC World Service and many people assume we are one and the same. Although we share a joint heritage, our mission, funding and governance structures are completely separate from BBC World Service. Our broadcast partnerships with BBC World Service languages are critically important to us, but we are two distinct organisations. We work with multiple partners to deliver our projects – including international, national and local media, non-governmental organisations (NGOs), academic institutes and donor organisations. Despite our close relationship with BBC World Service a more neutral name reflecting our diverse partners better reflects how we deliver our work.
BBC World Service Trust, now BBC Media Action, has never been a news broadcaster and is not licence fee funded. It operates as an independent charity (registered in England and Wales, charity number 1076235) working to development objectives, and is funded by external grants and voluntary contributions.
The change marks an exciting step forward for the organisation as the BBC's international development charity. We hope you like it, and look forward to launching the new look in the New Year.
