Editing BBC Local Radio (section)

==Dave and Sue==
'''Dave and Sue''' are two fictional radio listeners created as [[Persona (user experience)|marketing personas]]. Descriptions of the characters, created by the BBC, were given to all their local radio presenters as representative [[Target market|target listener]]s during the 2000s. They were later superseded by the "BBC Local Radio 2010" strategy.

The characters were created as part of "Project Bullseye". Its stated aim was "To develop great [[radio programming]] ... we need to know where the centre of our [[audience]] target is and be able to focus on it in all we do."<ref name=NewStatesman/>

Dave and Sue are both 55. Sue is a school [[secretary]], while Dave is a [[self-employed]] [[plumber]]. They are both divorcees with grown-up children. The characters shop at [[Asda]], and wear casual clothes. The couple have little interest in [[high culture]], or [[politics]], and see the world as "a dangerous and depressing place". They hope that radio will be "something that will cheer them up and make them laugh".<ref name=NewStatesman/>

BBC Local Radio staff were given facts and timelines about Dave and Sue, described as "composite listeners". Staff were asked to focus on producing something to which the pair would enjoy listening to.<ref>Peter Stewart, ''Essential Radio Skills''</ref>

The BBC also produced photographs of the couple, to encourage presenters to visualise their potential listeners.<ref name=NewStatesman/> At the 2005 [[Frank Gillard Awards]] for BBC Local Radio, the corporation hired two actors to represent the fictional couple and award a prize to the "Receptionist of the Year".<ref>[https://www.bbc.co.uk/england/annualreview/pdf/english_regions_annual_review_06.pdf BBC English Regions Annual Review 2005–2006]</ref>

Mia Costello of [[BBC Radio Solent]] wrote a controversial internal memo in October 2006, re-stating the importance of these characters. She wrote: "Whatever job you do on station, make sure this week, you broadcast to Dave and Sue – people in their fifties. Only put on callers sounding in the 45–64 range. I don't want to hear really [[elderly]] voices. Only talk about things that are positive and appealing to people in this age range. Only do caller round ups about people in this age range." This was reprinted the following month in the ''[[Southern Daily Echo]]'', following which a BBC spokesperson commented "Out of context these notes sound harsh and we apologise if they offend anyone."<ref>{{cite news|author=Andrew Napier|date=14 November 2006|url=http://www.dailyecho.co.uk/news/breifing/display.var.1019701.0.you_are_too_old_at_65_bbc_tells_listeners.php|title=You are too old at 65, BBC tells listeners|website=DailyEcho.co.uk|publisher=[[Southern Daily Echo]], [[Newsquest|Newsquest Media Group Limited]]|access-date=29 May 2017}}</ref>