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Speaker Evenings

Semiotics and intelligent content at Radio 4

Semiotics and intelligent content at Radio 4

In a nutshell


This event has taken place.


How semiotics is helping Radio 4 factual content stay modern and engaging in the increasingly busy world of intelligent content.

What you’ll learn:

  • A broad understanding of the landscape of modern intelligent content
  • A framework to understand how topics, tone and treatments make content feel traditional or modern
  • Ideas of how semiotics research is being used within BBC Radio to change its content offering for audiences
  • An overview of how the BBC Audiences team have used semiotics within a broader array of methodologies to have impact


Radio 4 has long been a leader in intelligent content; the smart, stimulating factual content that makes you think differently about the world. However, the world of intelligent content is evolving and growing rapidly. Maintaining its strong heritage meant evolving the types of factual stories it tells and the way it tells them. That’s easily said but much harder to achieve. What is it exactly that makes factual content feel modern?

Peter Zezulka will explain how BBC Audiences worked alongside the editorial team and Flamingo Semiotics to get a picture of the world of intelligent content and understand the topics, tone and treatments that create modern-feeling content.

Keynote speaker
    Peter Zezulka

    Peter is the Senior Audience Planner for Radio & Music at the BBC. He works across the national radio networks and music brand alongside the audience research team, developing creative strategy for editorial and product teams based on audience insight. Before joining the BBC he worked in planning in ad agencies such as AMV BBDO and Grey London. He has worked for clients including the British Heart Foundation, Sainsbury’s, Guinness, Pepsi Max and P&G and has created campaigns that have won awards at the Cannes Lions, IPA effectiveness Awards, Marketing Society and APG.


Where is the event taking place?


The Old Trading House, 15 Northburgh Street

With thanks to:

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This event is free for Members and there is a fee of £30 (£25 + VAT) for non-Members.

Please note: Each attendee needs to fill out their own booking form. It is not possible to make multiple bookings on one form.

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