The BAI will include measures and initiatives in all its activities that aim to build the competence of the viewer and listener to understand, interact with and participate in, the media environment.

Our Role

Media literacy is the key to empowering citizens with the skills and knowledge to understand traditional and new media and communications services, including radio, television, online and mobile platforms and content, cinema and press. It also enables citizens to engage creatively and safely with these different types of media and communication services.

The BAI has an obligation to undertake, encourage and foster research and activities to promote media literacy in Ireland. For this reason, it has developed its Media Literacy Policy. This policy sets out the media literacy skills which the BAI has identified as essential for navigating the current and emerging technological, media and social environment.

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Understanding media empowers individuals and audiences. The BAI develops and publishes broadcasting standards, codes and rules, in consultation with the public, which promote responsible broadcasting and ensure audiences can input into what they believe are acceptable standards on television and radio.

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Broadcasting has enormous potential to open windows on the world, to open awareness of new and emerging ideas and to open minds.


Evidence-based decision making is a cornerstone of the work of the BAI, and everything that we do is informed by sound data, information and knowledge, garnered through research, consultation and/or experience. Examples of BAI recent research activities have included a collaboration with the Irish Film Institute examining Media Usage in teens and pre-teens; research into public attitudes regarding Fairness, Objectivity and Impartiality in News and Current Affairs and research on the Representation of People with Disabilities in Broadcast Media.

Viewer & Listener Statistics

JNLR/Ipsos MRBI reports into radio listening in Ireland are regularly published and provide information on listenership and viewership figures across the country.

Neilsen data also tracks television viewership across a sample population.

The reports published for viewer and listener statistics can be found in the publications section.

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We support the broadcasting industry in the promotion of media literacy through funding initiatives, development supports and sponsorship opportunities.

Examples include the MEDIA Desk Ireland’s ‘Media Literacy – A Critical Moment’ conference in 2011 and the CRAOL conference on media literacy in March 2014, funded through our Sectoral Development Activities.

The BAI also funds the development and review of FETAC accredited media literacy training for community radio trainers as well as funding of the annual Community Radio Training Féile.

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Consultations: The BAI engages with the public, broadcasters and other stakeholders in a variety of ways to enable informed involvement in the discussion and debate on broadcasting regulation and their expectations of Irish broadcasters. Consultation helps the BAI make informed decisions that take into consideration a range of views and opinions of interested parties. The BAI seeks input from its stakeholders through a range of methods (e.g formal written consultations, meetings, focus groups, interviews and surveys). We consult on many areas of our work, including the development of codes and rules, our Strategy as a regulator and our promotion of the Irish Language.

Creating content: Understanding media is also about understanding how to create, access and share media through various platforms and formats and the BAI works with a number of networks through its Funding and Development function to support public access to content creation.

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Media Literacy Ireland

Media Literacy Ireland is a network of interested parties working together to promote media literacy across Ireland. You can download more information about the Network and complete the membership form to join our Network. Network membership is open to both individuals and organisations who are working to achieve any of the outcomes identified in the BAI’s Media Literacy policy.

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Useful External Links


  • EU Kids Online – EU Kids Online is a multinational research network.  It seeks to enhance knowledge of European children’s online opportunities, risks and safety.
  • Ofcom is the UK media regulator.



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