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BBC Worldwide

BBC Worldwide. Entertaining the World, Bringing Value to the BBC. BBC.com. Commercialising Content Propositions. Kym Niblock MD, BBC.com, BBC Worldwide. UK’s No.1 international TV channel operator with 23 channel brands. Key facts. Europe’s No.1 TV exporter – 40,000 hr catalogue.

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BBC Worldwide

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  1. BBC Worldwide Entertaining the World, Bringing Value to the BBC

  2. BBC.com Commercialising Content Propositions Kym Niblock MD, BBC.com, BBC Worldwide

  3. UK’s No.1 international TV channel operator with 23 channel brands Key facts Europe’s No.1 TV exporter – 40,000 hr catalogue No.1 UK-owned DVD/video distributor UK’s No. 3 magazine publisher (60 titles) UK’s largest global website – bbc.com UK’s No.1 audiobook producer BBC Worldwide Wholly owned, commercial subsidiary of the BBC 2006/2007 – profits of £111m on revenues of £810m

  4. BBC.com - Background • The majority of traffic to bbc.co.uk originates outside the UK, with some 29 million regular international users visiting the site each month. • Unlike the UK license-fee payer, all the users outside of the UK who use the site don’t make any contribution to the costs of content or distribution. BBC.com seeks to monetise international traffic to make these visits self-funding. Any profits generated will be rolled back into the wider BBC. • The decision to commercialise the international traffic has also been driven by the need to find a sustainable model which will enable BBCW to compete and prosper on the global digital stage

  5. Context for BBC.com • The web currently reaches a global audience of 1.3 billion people*. • To date, bbc.co.uk has been very successful in creating a leading News site for international audiences with 29M visitors** • However BBC’s global leadership position in key genres is under threat on the web (e.g. from Yahoo news and CNN). • BBC.com is necessary to respond to rapidly changing audience and competitive environments and to secure the BBC’s position and global reputation. *Internet World Stats, Dec ember 2007 **Comscore, Q4 2007

  6. BBC.com • The ad-funded, international expression of bbc.co.uk • Leveraging bbc.co.uk’s 29 million (non-licence fee paying) users outside of the UK • Rigorous Geo-IP tracking to segment audience • Stringent adherence to advertising and editorial guidelines • Blue-chip client base

  7. Advertising Principles & Editorial Safeguards The following principles were developed for the site. Advertising should: Engage not interrupt Not take control away from users Not trivialise the output Not give the user the impression that a story is there to create an advertising opportunity

  8. BBC.co.uk & BBC.com templates BBC.com bbc.co.uk

  9. BBC.com site layout • BBC News • News from around the world and more • Regional & world news • Business • Health • Science & Nature • Technology • Entertainment Ad Formats: Leaderboard, Skyscraper, Banner and Nav Button

  10. BBC.com site layout • BBC Homepage • Gateway to the BBC on the internet • Customisable by topic, colours & location • Moveable widgets: • News • Sport • Weather • Business • Entertainment • Radio Ad Formats: Leaderboard & MPU

  11. BBC Video: News on Demand • Video clips found either embedded into the relevant articles or on their own media asset page. • High quality Flash technology without the need for a separate video player. • Ad Formats: Leaderboard, Pre-roll video & companion banner

  12. The Mall – vision for the future The Mall – Vision for the Future Device-independent presentation of content and advertisements Portfolio-wide infrastructure and processes BBC.com publishing & advertising platform User experience Commercialisation Rich media delivery Commercialised Public Service content Enabling technology BBC.com homepage Content gateway BBC Worldwide content Other Public Service content User journeys to content verticals of interest Other Audio & Music All other Content Good Food Top Gear Science & Nature Other

  13. Challenges • Competitive set: Magazine & newspaper websites Other broadcasters’ sites Aggregators News outlets Portals • Public service journalism distributed in a commercial world • Defining a video proposition as a global linear broadcaster • Understanding global user base • Advertising vs. subscription models

  14. Future • Personalisation and localisation • Video • Relevancy tools • Full complement of advertising opportunities • Event based sales • Innovative ad formats • Cross platform sales

  15. Thank You Kym.Niblock@bbc.com

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