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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