BBC Online Strategy: Doing Fewer Things Better Iain Tweedale
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Transcript of BBC Online Strategy: Doing Fewer Things Better Iain Tweedale
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BBC Online Strategy: Doing Fewer Things Better
Iain Tweedale
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Context
➔ Inform, Educate and Entertain
➔ Accelerating digital take-up
➔ Changing market context
➔ Doing fewer things better
➔ Guaranteeing access for all
➔ Setting clear boundaries
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• Since BBC Online launched in 1997, it has sprawled
• There has been no single strategy, so no boundaries
• Online reach lags behind TV and radio reach
• We are committing to double the traffic we currently send to external websites
• Helping people get online
A new single online strategy
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Reduce the sprawl of separate websites into a single service based on 5 editorial portfolios
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Move from building websites to 10 new products on one unified service
1. News
2. Sport
3. Weather
4. CBeebies
5. CBBC
6. Knowledge & Learning
7. Radio & Music
8. TV & iPlayer
9. Homepage
10. Search
TV & iPlayer
CBeebiesCBBC
Knowledge
& Learning
Radio & Music
News Sport
Weather
Homepage and
Search
Plus an Edition of these products for Wales
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Summary
• A world-class digital service re-focused on quality with clearer boundaries
• Move away from stand-alone websites
• Ten distinctive products with a clear sense of editorial purpose and scope
• Improved navigation and relevance
• Nations Editions of bbc.co.uk rather than separately published website
• One single unified strategy for one service