BBC Worldwide Entertaining the World, Bringing Value to the BBC

BBC.com Commercialising Content Propositions Kym Niblock MD, BBC.com, BBC Worldwide

BBC Worldwide Wholly owned, commercial subsidiary of the BBC No.1 UK- owned DVD/video distributor UK’s No.1 international TV channel operator with 23 channel brands UK’s No.1 audiobook producer Europe’s No.1 TV exporter – 40,000 hr catalogue UK’s No. 3 magazine publisher (60 titles) UK’s largest global website – bbc.com Key facts 2006/2007 – profits of £111m on revenues of £810m

BBC.com - Background The majority of traffic to bbc.co.uk originates outside the UK, with some 29 million regular international users visiting the site each month. Unlike the UK license-fee payer, all the users outside of the UK who use the site don’t make any contribution to the costs of content or distribution. BBC.com seeks to monetise international traffic to make these visits self-funding. Any profits generated will be rolled back into the wider BBC. The decision to commercialise the international traffic has also been driven by the need to find a sustainable model which will enable BBCW to compete and prosper on the global digital stage

Context for BBC.com The web currently reaches a global audience of 1.3 billion people*. To date, bbc.co.uk has been very successful in creating a leading News site for international audiences with 29M visitors** However BBC’s global leadership position in key genres is under threat on the web (e.g. from Yahoo news and CNN). BBC.com is necessary to respond to rapidly changing audience and competitive environments and to secure the BBC’s position and global reputation. *Internet World Stats, Dec ember 2007 **Comscore, Q4 2007

BBC.com The ad-funded, international expression of bbc.co.uk Leveraging bbc.co.uk’s 29 million (non-licence fee paying) users outside of the UK Rigorous Geo-IP tracking to segment audience Stringent adherence to advertising and editorial guidelines Blue-chip client base

Engage not interrupt Not trivialise the output Not take control away from users Not give the user the impression that a story is there to create an advertising opportunity The following principles were developed for the site. Advertising should: Advertising Principles & Editorial Safeguards

BBC.co.uk & BBC.com templates bbc.co.uk BBC.com

BBC.com site layout BBC News News from around the world and more Regional & world news Business Health Science & Nature Technology Entertainment Ad Formats: Leaderboard, Skyscraper, Banner and Nav Button

BBC.com site layout BBC Homepage Gateway to the BBC on the internet Customisable by topic, colours & location Moveable widgets: News Sport Weather Business Entertainment Radio Ad Formats: Leaderboard & MPU

Video clips found either embedded into the relevant articles or on their own media asset page. High quality Flash technology without the need for a separate video player. Ad Formats: Leaderboard, Pre-roll video & companion banner BBC Video: News on Demand

The Mall – vision for the future BBC.com publishing & advertising platform BBC.com homepage User experience Commercialisation Rich media delivery Portfolio-wide infrastructure and processes Device-independent presentation of content and advertisements BBC Worldwide content Other Public Service content Commercialised Public Service content User journeys to content verticals of interest Content gateway Other Good Food Other Science & Nature Enabling technology Top Gear Audio & Music All other Content The Mall – Vision for the Future

Challenges Competitive set: Portals Aggregators News outlets Other broadcasters’ sites Magazine & newspaper websites Public service journalism distributed in a commercial world Defining a video proposition as a global linear broadcaster Understanding global user base Advertising vs. subscription models

Future Personalisation and localisation Video Relevancy tools Full complement of advertising opportunities Event based sales Innovative ad formats Cross platform sales

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