David Redgewell, spokesman for the Campaign for Better Transport, called on the area's four unitary authorities ^ Bristol City, North Somerset, South Gloucestershire and North Somerset councils ^ to subsidise fares.
I'm pretty sure that subsidising fares on commercial routes is illegal. Also, B&NES seems to have been swallowed up by North Somerset!
I have noticed that in other cities (such as Nottingham) First provide a better service with cheaper fares, so I guess the bus franchises in those cities are for a limited period with performance targets, like the rail franchises.
Non-"socially necessary" bus routes [1] are not franchised, with permission from the regional traffic commissioner (outside London) at just a 6-week (
IIRC▸ ) notice period, anyone can run (or not run) a commercial bus route for themselves. Some routes are subsidised because they don't make a profit, but other than that, it's all down to market forces as to what level of service is provided (as above, London excepted).
[1] Except for Quality Contracts which are virtually non-existant, until the legislation change due soon