15.7 Broadcasting is particularly well placed to lend its resources to the promotion and celebration of learning. This is borne out by the experience of the BBC's collaborations with the Basic Skills Agency and of its other learning campaigns. It is also evident in the success for promotion of Adult Learners Weeks, and of the Campaign for Learning. This all suggests that there is no more effective way to persuade people to try a new activity than to use broadcasting to enable convinced new learners to share experiences

15.8 Government should encourage broadcasting bodies to play a larger role in promoting lifelong learning for all. To do this, we suggest that:

• Government should introduce (or re-introduce) an obligation on all terrestrial broadcasters to educate as well as entertain and inform, and in particular to promote learning of all sorts, and should seek to establish similar requirements for digital broadcasters
• Broadcasters should use popular mainstream channels to signpost and encourage take up of lifelong learning
• Government should seek to establish a learning channel available on all digital broadcasting delivery platforms.

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