BBC America to be revamped

BBC America is to be revamped through a three-point plan designed to make the channel have more of an impact on the American media marketplace.

The channel is available on digital cable and satellite in the United States, reaching around 41.5 million households. By comparison, more established networks such as A&E reach around 88 million homes by virtue of their presence on analogue cable lineups.

"BBC America is a fantastic brand with fantastic shows and tremendous critical buzz," said the channel's new president and CEO, Bill Hilary. "What I intend to do is take the channel to the next level by turning it into a creative force in the US and a great business."

The channel's programme budget will be doubled over the next two years. The extra cash will be used to buy more shows, engage in more co-productions and create more original BBC America shows.

"As we all know programming is the heart of any television brand and this investment will enable us to buy more comedy and drama, freshen the schedule and create BBC America program brands," said Hilary. "In addition we will be upping our co-productions and developing BBC America originals."

BBC America's senior management team will be restructured. Kathryn Mitchell will become the channel's new general manager. Mitchell was previously a senior VP of programming at Comedy Central, and has also worked at the Flextech-BBC Worldwide joint venture UKTV. Jo Petherbridge will add BBCAmerica.com to her remit as senior VP for corporate communications, while Chris Carr will remain at his post as chief financial officer overseeing business development and BBC America On Demand, a video on demand service available on some digital cable systems.

The third part of the plan involves the channel relocating from Bethesda to New York beginning in June 2005.

"We feel that New York is the ideal location for the channel’s long term development," said Hilary. "It allows us to co-site with BBC Worldwide Americas, provides all the benefits of a major media center and places us close to the Discovery team which is commissioned to sell our advertising."