Media
BBC director of marketing Tim Davie said the 2012 London Olympics will be TV's next “linear moment”, adding that the sporting event was an example of where TV “connects everyone together."
Speaking at the Next Gen TV conference in London, Davie said linear channels will survive, as long as what they offer on other platforms, such as on-demand, “made them stronger, rather than diluting the brand.”
Talking about the corporation’s new multi-platform services, he added that the BBC was a long way from “not being a linear channel.”
He said: “I focus on the audience. In terms of the services, our core responsibility is the TV channels.”
Referring to what others offer in the multi-platform environment, he said: “In terms of interactivity, they are ways of doing it in a non-intrusive way. Some work and some don’t, but those who do it smart, do it right.”
He pointed to nature programme Springwatch as an example of BBC’s success across multi-platforms, as it had been “appropriate and added value” to the programme on the main TV channel.
Davie also said the way the BBC measures the success of its programmes across all platforms, is an area for further development.
“We’re not measuring what we charge for properly. A show like The Apprentice is across mobile, online, TV and radio. But it’s not enough to say it did 4 million on BBC2, what was its impact across all platforms?” he added.
The BBC is currently looking to expand its Pulse research panel, which stands at 15,000 people, to help it understand how consumers view its products across all platforms, rather than relying on separate Rajar, Barb and online data.
But he said that this kind of information would not detract from the editorial voice of the BBC.
“It will be infused with audience understanding, not audience led. Strong editorial voices will still hold up in the digital space," he said.
Speaking at the Next Gen TV conference in London, Davie said linear channels will survive, as long as what they offer on other platforms, such as on-demand, “made them stronger, rather than diluting the brand.”
Talking about the corporation’s new multi-platform services, he added that the BBC was a long way from “not being a linear channel.”
He said: “I focus on the audience. In terms of the services, our core responsibility is the TV channels.”
Referring to what others offer in the multi-platform environment, he said: “In terms of interactivity, they are ways of doing it in a non-intrusive way. Some work and some don’t, but those who do it smart, do it right.”
He pointed to nature programme Springwatch as an example of BBC’s success across multi-platforms, as it had been “appropriate and added value” to the programme on the main TV channel.
Davie also said the way the BBC measures the success of its programmes across all platforms, is an area for further development.
“We’re not measuring what we charge for properly. A show like The Apprentice is across mobile, online, TV and radio. But it’s not enough to say it did 4 million on BBC2, what was its impact across all platforms?” he added.
The BBC is currently looking to expand its Pulse research panel, which stands at 15,000 people, to help it understand how consumers view its products across all platforms, rather than relying on separate Rajar, Barb and online data.
But he said that this kind of information would not detract from the editorial voice of the BBC.
“It will be infused with audience understanding, not audience led. Strong editorial voices will still hold up in the digital space," he said.
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