BBC Creative Archive <ul><li>Paul Gerhardt </li></ul><ul><li>(paul.gerhardt@bbc.co.uk) </li></ul>
BBC TV & Radio Archives <ul><li>One of the largest sound archives in the world, holding a selection of material from five ...
 
<ul><li>Free access to BBC content for learning, for creativity, for pleasure. </li></ul><ul><li>From home, members of the...
The Licence… <ul><li>Development of a BBC version of the “Creative Commons” licence ( www.creativecommons.org ) </li></ul>...
The Big Picture: A Creative Archive for audiences “ Look at what I’ve made.” “ I can make something cool  from these bits....
Why? <ul><li>UK public have already paid for this content through the Licence Fee </li></ul><ul><li>We believe this will s...
Assumptions <ul><li>That a new generation of media consumers are interested in the creative application of new technology;...
Assumptions (cont’d) <ul><li>that the establishment of the Creative Archive will not substantially increase the volume of ...
 
 
 
Audience Need: initial consumer research <ul><li>The Creative Archive idea is attractive : 77% of broadband users and immi...
<ul><li>Our approach will be based on three principles, all based on partnerships with audiences and with the industry : <...
Our Vision <ul><li>By 2010 the BBC will have pioneered the creation of substantial national archive of audio visual materi...
Building the creative domain Radio and TV in the creative domain Other broad- casters and  archives Other broad- casters a...
Implementation <ul><li>Therefore, to test these assumptions the BBC will: </li></ul><ul><li>launch, maintain and fully eva...
Creative Archive:  Content options for pilot phase Primary user groups: Content drawn from: Music  file sharers Classical ...
Approach: using audience pull to leverage  rights Radio/TV 1.  Nature in 2004 ? 2.  Science in 2005 ? 4.  Sports in 2007 ?...
Timetable <ul><li>Early 2005 </li></ul><ul><li>July 2005 </li></ul><ul><li>April 2006 </li></ul><ul><li>? </li></ul><ul><l...
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DE Conferentie 2004 Paul Gerhardt

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DE Conferentie 2004 Paul Gerhardt

  1. 1. BBC Creative Archive <ul><li>Paul Gerhardt </li></ul><ul><li>(paul.gerhardt@bbc.co.uk) </li></ul>
  2. 2. BBC TV & Radio Archives <ul><li>One of the largest sound archives in the world, holding a selection of material from five national radio networks, the World Service and over 30 BBC local radio stations.  This covers drama, music, news, actuality, light entertainment, sport, documentaries and more. 750,000 items 300,000 hours </li></ul><ul><li>The Television Archive: a major public cultural resource.  </li></ul><ul><li>1,500,000 items 600,000 hours </li></ul>
  3. 4. <ul><li>Free access to BBC content for learning, for creativity, for pleasure. </li></ul><ul><li>From home, members of the public will be able to: </li></ul><ul><li>Search for legally cleared TV and radio content – from extracts to whole programmes (“I want my favourite bits”) </li></ul><ul><li>Preview and download </li></ul><ul><li>Create their own versions (“I can make something….”) </li></ul><ul><li>Share with others – and with the BBC – on a non-commercial basis (“Look what I’ve made”) </li></ul>Overview
  4. 5. The Licence… <ul><li>Development of a BBC version of the “Creative Commons” licence ( www.creativecommons.org ) </li></ul><ul><li>Free to own and use but: </li></ul><ul><li>No BBC distribution outside UK </li></ul><ul><li>No commercial use </li></ul><ul><li>No undermining of editorial integrity </li></ul>
  5. 6. The Big Picture: A Creative Archive for audiences “ Look at what I’ve made.” “ I can make something cool from these bits.” “ Now I want just my favourite bits.” “ I want to watch something like that programme from the other night.” “ I’ve saved that great programme from last night to watch again.” “ I have a collection of great programmes.” “ Watch these with me.” “ That was a great programme.” Creative Archive Catch-up! Retrieve! Create! Share!
  6. 7. Why? <ul><li>UK public have already paid for this content through the Licence Fee </li></ul><ul><li>We believe this will support the UK as a creative society in the digital age. </li></ul><ul><li>The public funding and public service values of the BBC mean that we are uniquely placed to take the lead in this initiative </li></ul>
  7. 8. Assumptions <ul><li>That a new generation of media consumers are interested in the creative application of new technology; </li></ul><ul><li>that unlocking the value of the BBC’s programme archive will prove popular with Licence Fee payers; </li></ul><ul><li>that the creation of a public “creative domain” of legally accessible audio visual material will be able to co-exist with existing and future commercial markets; </li></ul>
  8. 9. Assumptions (cont’d) <ul><li>that the establishment of the Creative Archive will not substantially increase the volume of illegal copying and downloading of BBC content; </li></ul><ul><li>that the new licence arrangement will be broadly welcomed and respected by users. </li></ul><ul><li>that we will be able to demonstrate the public value and benefits of this approach to other stakeholders and rights holders in BBC content; </li></ul><ul><li>that we will only be able to test these assumptions in the field. </li></ul>
  9. 13. Audience Need: initial consumer research <ul><li>The Creative Archive idea is attractive : 77% of broadband users and imminent sign ups are likely to visit the site, with 54% downloading clips and 17% uploading their own creations back to the site. Interest was particularly strong from 15-34 year olds, females, lower income households, and those studying or working in education </li></ul><ul><li>Key attractions are around creativity, community and learning : 51% said it would “give me ideas”; 45% would enjoy looking at other people’s work; 10% said it would help with studying </li></ul><ul><li>The BBC is the natural provider : 66% expressed interest if offered by the BBC (versus 64% by the British Library, 52% by Channel 4, 42% by Sky and 20% by AOL). 56% said it would make them feel more positive about the BBC if made available free of charge </li></ul>
  10. 14. <ul><li>Our approach will be based on three principles, all based on partnerships with audiences and with the industry : </li></ul><ul><li>Joint development of the service with the audience. We will use a Pull Through business model so that users will help us to efficiently organise content, and define priorities for digitisation. </li></ul><ul><li>Piloting and a phased roll-out to understand and refine the service and minimise risk, including further research to understand the audience Need. </li></ul><ul><li>Transparency with the rest of the industry, and a commitment to Partnerships with other broadcasters and national collections to deliver the best service for the user. </li></ul><ul><li>This is a BBC initiative ; not necessarily a wholly owned,BBC branded service . </li></ul><ul><li>“ We want to work in partnership with other broadcasters and public sector organisations to create a public and legal domain of audio visual material for the benefit of everyone in the UK” </li></ul>Approach
  11. 15. Our Vision <ul><li>By 2010 the BBC will have pioneered the creation of substantial national archive of audio visual material in a publicly accessible domain, supplying a new generation of media consumers with the content and tools to express their creativity and share their knowledge. The assets of this national archive will be supplied and managed by a range of public and commercial organisations within a framework which both encourages free access and respects intellectual property rights. </li></ul>
  12. 16. Building the creative domain Radio and TV in the creative domain Other broad- casters and archives Other broad- casters and archives Other broad- casters and archives BBC
  13. 17. Implementation <ul><li>Therefore, to test these assumptions the BBC will: </li></ul><ul><li>launch, maintain and fully evaluate a twelve to eighteen month “trial phase” of the Creative Archive; </li></ul><ul><li>work closely with other stakeholders and industry bodies to share the technology plans, the implementation plans and the evaluation of the trial phase. </li></ul>
  14. 18. Creative Archive: Content options for pilot phase Primary user groups: Content drawn from: Music file sharers Classical music Media studies Single docs Local historians/amateur archaeologists Archaeology Amateur historians History Local historians Local news Politics/citizenship BBC Parliament Teachers/students Science/technology Environmentalists/wildlife Nature Supported by programme department Signed off by editorial policy Clearable Supportive key presenters In demand Surprise value Stimulating Criteria:
  15. 19. Approach: using audience pull to leverage rights Radio/TV 1. Nature in 2004 ? 2. Science in 2005 ? 4. Sports in 2007 ? 5. Drama in 2008 ? Low High Low High Degree of legal & rights Degree of legal & rights complexity perceived complexity perceived Perceived breadth of appeal to wider public Perceived breadth of appeal to wider public 3. News in 2006 ?
  16. 20. Timetable <ul><li>Early 2005 </li></ul><ul><li>July 2005 </li></ul><ul><li>April 2006 </li></ul><ul><li>? </li></ul><ul><li>Start of pilot </li></ul><ul><li>Mid term review </li></ul><ul><li>Full term review </li></ul><ul><li>New BBC Charter </li></ul><ul><li>Start of full service </li></ul>

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