BBC Local Radio - Dave and Sue

Dave and Sue are two fictional radio listeners created as marketing personas. Descriptions of the characters, created by the BBC, are given to all their local radio presenters as representative target listeners.

The characters were created as part of "Project Bullseye". Its stated aim was that "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."

The project is now out of date, as BBC Local Radio heads towards a new goal, entitled "BBC Local Radio 2010". However, 'Dave and Sue' are still thought of by many as the benchmark listener for BBC Local Radio.

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".

Described as "composite listeners", BBC Local Radio staff are given facts and timelines about Dave and Sue. They are asked to focus on producing something to which the pair would enjoy listening to.

The BBC also produced photographs of the couple, to encourage presenters to visualise their potential listeners. 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".

Mia Costello of BBC Radio Solent wrote a controversial internal memo in October 2006, restating 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."