BBC Online, Delivering Quality First
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Presentation given at a BBC press conference, outlining plans to transform BBC Online over 2011-2013.
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BBC Online, Delivering Quality First
- 4. Maximising Distinctiveness Quality and Distinctiveness Public Purposes Editorial Priorities Market Impact
- 5. Doing Fewer Things, Better TV & iPlayer Children’s Knowledge & Learning Radio & Music News Sport Weather 2010 2013
Hinweis der Redaktion
- Mark Thompson
- Mark Thompson
- Erik Huggers This sets out the rationale for how the shape of BBC Online was determined. What do we have? Portfolio of 400 TLDs. To determine what stays, assigned three tests to each website. Fit with public purposes ; does this site contibute? Where does cnline most deliver on our editorial priorities ? Role in market; market impact at heart of process, considered at product level .
- Erik Huggers What the BBC said in March 2010, and repeated in the Summer; Halving top level domains from 470 to less than 200 (address today ’s sprawl). Doing fewer things better, against the BBC ’s five editorial priorities. An under-spend against the service licence of 25% by 2013 to £103m (£137m in 2010/2011 to £103m in 2013/14) Confirmed a “corresponding reduction” in staffing levels: though not “salami slicing” ie. not equal cuts across each division/ area Double the traffic we currently send to other websites. From websites to products, distinctive clearly defined products, fusing technology & editorial, supported by a common platform – not just on computers, mobiles, tablets and to a degree connected TVs as well.
- Erik Huggers The News. Sport and Weather products will continue to lie at the heart of the BBC Online offering. Live, as it happens, up to the minute information. Roly will expand on the editorial changes shortly. The CBeebies product will consolidate its position as the best loved and most trusted site for pre-school children and their parents. Games will feature prominently; learning through play. The CBBC product aims to become a trusted and safe digital hub for children. It will also be a site that children, parents and schools can trust to provide a safe, social experience. Both represent an important introduction to the BBC for tomorrow’s licence-fee payers. BBC Knowledge has produced great factual programming for many years, while products like Bitesize have pioneered BBC online learning. But the knowledge portfolio is hard to navigate. The same is true of learning websites; fragmented and in parts lacking distinctiveness. Both can use the power of the web better to satisfy the curiosity of audiences wanting to find out more. We’ll merge these sites in one cohesive product. But perhaps the most significant changes are in how we approach TV and radio online. We will continue to innovate and create great content. But we are going to significantly consolidate the standalone, bespoke websites we have that surround our linear output to create just two new products; TV & iPlayer , and Radio & Music . The BBC iPlayer has been through three major evolutions since its launch in 2007. The next will bring together the current drama, entertainment, comedy, TV, /programmes, /archive and /iPlayer websites in one product. This centres on the audiences’ primary needs of TV on the web; quick access to the programmes and programme information, but building more on the editorial power of our TV brands so it feels even more simple, intuitive and engaging for the audience. While BBC iPlayer has been a good home for online radio, the way audiences want to interact with radio and music online is different to TV. Radio and music will come out of BBC iPlayer, and we’ll develop a new product. All radio station sites, music events, podcasts, programme pages, will be integrated to focus on highly interactive live radio (plugging into on social), quick and seamless access to programming, support for new music and personalisation - on whatever internet-connected device you happen to have. Sitting centrally, binding all the other products together, is homepage and search . Both have an important functional role, guiding audiences around the service; but they perform important editorial roles as well. As the discovery engine for the BBC, the homepage is one of our most-used websites and will be designed to reflect the new products and make them simple to use. Important for nations and regions. Search has evolved from being a bolt-on technology to a BBC-built product delivering really targeted search results. As the service evolves, this too will become even more important in helping people find what they are looking for.
- Roly Keating
- Roly Keating
- Roly Keating
- Erik Huggers Consistent design Improved navigation Improved internal navigation enables easier discovery and helps audiences. Linking technology that allows us to double traffic we send externally. Personal BBC iD allows a single login to personalise right across BBC Online, enhanced functionality for every licence-fee payer; eg: languages/ set preferences / region/ accessibility options. Social Each product is dynamic & evolving; not static webpages. Audiences can participate; contribute by commenting on articles or messageboards. Immersive; audience has reason to come back. Connecting through iD; link to social networks to recommend and share. Comments. Multidevice & multiplatform Audiences accessing on multiple devices; computers, mobiles, tablets and TVs. Works out what device you ’re using (TV, PC, tablet, smartphone) and delivers customised and optimised version of that product. Archive Genome at heart; database listing of every programme ever broadcast. Metadata organises content so it ’s easy to find; discoverable online through products as editorially appropriate. Segmentation in audio, pulling out parts of programmes to make them easier to enjoy online in bitesize chunks. Programme automation Automatically generated programme pages to be hosted at /programmes - cost effective publishing
- Erik Huggers Proposed changes to divisional headcount. Divisions consulting w/ staff & Trade Unions on these changes and how they impact on affected teams and individuals Divisions will be implementing changes at different time because; Each product @ different stages of development Running parallel with staff moving to Salford Staff will be kept up to date with their division Numbers are approximate & projected.
- Mark Thompson Governance / operationally running by April 2011 (FY 2011/12); Headcount reductions over 2 years, consultation will start immediately in some areas, later in others, but potentially up to 360 posts to close by March 2013. Closures/ new product builds : some (TV & iPlayer / Radio & Music / Knowledge & Learning) will take longer than others (News, Children's, Search, Homepage), audiences will see incremental changes over next 18 months, but intention is to have 10 operational products in place by mid-2012 Products based in Salford: Learning, Sport, CBBC, CBeebies, Search, Homepage. INTO Q&A CHAIRED BY MARK