BBC CURRENT MARKETING PLANS
The BBC’s current marketing plan focuses on a number of specific areas, where the BBC hopes to achieve a variety of objectives that will improve the corporation’s image, in this country as well as abroad.
The BBC plans to increase the range and quality of its radio and television services. More high impact broadcasting is being focused on. More memorable programmes are being developed and created, in particular arts and current affairs. The BBC plans to build up and solidify its digital service, providing something for everyone on this service. Interactive learning activities are available and will become increasingly available in the future. These factors are hoped to increase the up-take of digital television generally.
With the ever increasing digital take-up, and the British Government pushing for Britain to be fully converted to digital television by 2010, the BBC has been required to change its direction, as well as capitalise on it. The competitors of the BBC have also ventured into the digital television revolution. ITV 2, ITV News, E4, Film Four, Film 4 World and Film 4 Extreme all stepped into the digital limelight before or at the same time as the BBC’s digital channels. The BBC should be wary of the way in which its arch rival, ITV, through away its first and probably only attempt to launch its own box. On digital/ITV digital paid over the odds for football coverage and then failed to attract enough subscribers to warrant it. They proceeded to own the football clubs they were supposed to bankroll millions of pounds. The BBC can fall back on the fact that BSkyB subscribers will watch their digital channels as well as Sky TV. Providing something, of interest, to watch for everyone it easier said than done. Children, young people, young adults, adults and older people would potentially have to be catered for. These different groups in themselves would also have various tastes. It would have to be determined what the viewers would want to see most then the next most wanted programmes and so on.