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Dlf koln presentation 2012short
The document discusses the BBC's strategy for digital and multimedia journalism. It outlines key priorities like the best journalism, inspiring knowledge and culture, and outstanding children's content. The strategy focuses on creating 1 connected service across 10 products and 4 screens. It highlights the BBC's growing mobile, tablet, and social media audiences. Milestones include doubling external links by 2013 and expanding live streaming and social media presence. The goal is to inform, educate, and entertain audiences with high quality programming across new platforms.
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Dlf koln presentation 2012short
- 1. Digital Public Value Themultimedia journalism of the BBC Steve Herrmann Editor BBC News Online © BBC January 2012
- 2. Introduction • What we do Audiences, organisation • Strategy BBC Future Media + BBC News Group • Roadmap Key milestones ahead © BBC January 2012
- 4. Performance Platform Consumption- by Generation Gen. Y Gen. X Baby Boomers Silent Generation WW1 % TV Radio Desktop Mobile Age Source: TGI
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- 7. Strategy: Public service “The BBC has one mission: to inform, educate and entertain audiences with programmes and services of high quality, originality and value .” Mark Thompson, BBC Director General © BBC January, 2012
- 8. Strategy: Public service “We will focus on the areas which most clearly build public value and which are most at risk of being ignored or under-invested in by commercial players .” Mark Thompson, BBC Director General © BBC January, 2012
- 9. Strategy: Public service Five clear editorial priorities: • the best journalism; • inspiring knowledge, music and culture; • ambitious UK drama and comedy; • outstanding children's content; • events that bring communities and the nation together. © BBC January, 2012
- 10. Strategy: Digital 1 Service © BBC January, 2012
- 11. Strategy: Digital 1Service 10 Products © BBC January, 2012
- 12. Strategy: Digital 1Service 10 Products 4 Screens © BBC January, 2012
- 13. Strategy: Digital Products CONNECTED Screens Audiences UK Editorial CURATED Personal Social Global Audiences OPEN FOR ALL Industry Partners
- 14. Linking New data source Million London Riots 8 7 6 5 External Links 2011 Average (4.6m) 4 3 2011 Target (3.3m) 2 1 0 Source: iStats
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- 17. 13 Linking • On track for target of doubling external click- throughs by 2013 Q3 2010 monthly average: 2.9m Q3 2011 monthly average: 6.1m • Around 1/3 go to other news sites via ‘moreover’ – the technology behind the ‘From Other News Sites’ box • New approaches: Link journalism, comment elsewhere © BBC November, 2011
- 18. 07 Mobile © BBCJanuary, 2012
- 19. 07 Mobile Hourlytraffic (weekdays) % Lunchtime Peak Tablet Mobile Desktop Source: iStats
- 20. 07 Mobile © BBCJanuary, 2012
- 21. Sharing * Eiffel Tower,August 2011
- 22. Offline Browsing * Piccadilly Line
- 23. 08 Tablet © BBCJanuary, 2012
- 24. Video * London Riots,August 2011
- 25. Long Form Text * Artie Van Why, 9/11 survivor
- 26. 05 Live andSocial © BBC January, 2012
- 28. Live Opportunities • Breaking news • Live streaming + loops • Latest analysis • Key points • Best BBC links • Best from programmes • Latest images • UGC and social • Best of web © BBC January, 2012
- 29. Nick Robinson * 10 Downing Street
- 31. 06 Social • Over 1m fans of BBC World News on Facebook • Over 2m followers to @BBCBreaking on Twitter • Tweets now part of correspondent pages • New editorial approach: more, sharper, ‘human’ © BBC January, 2012
- 32. 09 IPTV © BBCJanuary, 2012
- 33. 09 IPTV © BBCJanuary, 2012
- 34. 09 IPTV AudienceFeedback • People like convenience of format • They watch more video than on PC • Aiming for a distinctive, lean-back TV experience • TV news programmes likely to prompt access • Can reach those mainstream audiences who are more comfortable with TVs than computers © BBC January, 2012 Source: Essential Research, 2011
- 36. Thanks! Steve Herrmann steve.herrmann@bbc.co.uk @BBCSteveH ©BBC January, 2012
Editor's Notes
- #2 Introduction – who we are – will talk for 30 mins then Q&AThis is to give you an idea of work under way on News in Future Media – a snapshot of where we are – looking back and ahead
- #3 Digital affects more or less all areas of our business – from News Online to programmes to NewsgatheringWe will run through some of the key areas being worked on. Partnership – editorial and FM – but to work best we need to work across those boundaries and collaborateFusion initiative designed to help with that – more about this at the end
- #5 Is this ALL news sources (i.e. not just BBC – and is it UK only?)- Whilst TV is the dominant news source amongst older generations [pointing to the orange line on the right-hand-side], it is a far less significant platform for younger audiences. - For people aged 40 and under, the internet is their primary news source [pointing to the red line on the left-hand-side]. - Mobile is also a significant news source for younger audiences.(“silent generation” = a label for the generation born from 1925–1945 notably during the Great Depression (1929–1939) and World War II (1939–1945)today is waiting for the hand of fate to fall on its shoulders, meanwhile working fairly hard and saying almost nothing. The most startling fact about the younger generation is its silence. With some rare exceptions, youth is nowhere near the rostrum. By comparison with the Flaming Youth of their fathers & mothers, today's younger generation is a still, small flame. It does not issue manifestos, make speeches or carry posters. It has been called the "Silent Generation.” Time Magazine 19511.GENERATIONALTHINKING PROVIDES NEW INSIGHTS: If think about our audiences in terms of generations (broadly 20 year groups based on when individuals were born) we can an different insight into audience behaviours.2.GENERATIONAL DIFFERENCES OCCUR IN PLATFORM USAGE: Different generations access news in different ways - older generations use traditional platforms more, younger generation use newer platforms more. BBC News needs to serve all generations.3.THE TRADITIONAL VS DIGITAL PLATFORMS ARGUMENTS ARE DEAD - EVERYONE'S RIGHT! Journalist who believe "it's all about TV and radio" are right for older audiences, whilst journalist who are digital evangelists are also right about the younger generations. The challenge for the BBC is that we need to serve also generations as we go through the digital transition.4. 1970 APPEARS TO BE TIPPING POINT YEAR: (Tipping point refers when digital platform usage is higher than TV or radio platform usage) Those born after 1970 (aged 40 in 2010 or 41 in 2011) increasingly use digital platforms over traditional platforms to access news, and those born before 1970 tend to use traditional platforms to access their news. However, as digital news penetration rises and audiences get older the age tipping point will also rise so that by 2015 is is likely to be closer to 50.5.PLATFORMS COMPLEMENT EACH OTHER: Rather than completely dominating, the new digital platforms appears to complement the traditional platforms for younger generations.6. THE RISE OF SOCIAL NETWORKING IS DRAMATIC FOR YOUNGER GENERATIONS: The rise of social networking is dramatic for younger audiences but it is unclear whether social networks will become a major channel for accessing news
- #6 W1 will give us opportunities to work more closely within News and Global NewsBut we will also have a chance to work more closely with FM – 4th floor – Phil’s team
- #8 Putting Quality First 2010 – a 25% reduction across BBC Online, and a refocusing
- #10 Four screens- A single Online and Red Button service that seamlessly bridges screens and devices This means our products will go from being predominantly PC-based experiences to bridge desktop, mobile, tablet and connected TV devices- Not all content should be available on all platforms in the same way. Rather, we should take advantage of the unique characteristics of each platform and device to create relevant experiences with consistent design responsive to each screen
- #11 One service: - Homepage, search, navigation, and consistent design, social functionality through BBC id, the power of recommendation on networks outside the BBC- Underpinning all of this, we'll have a common technology platform powering the whole service delivering economies of scale and cost-saving technologies such as programme-page automation - Common archive- Broaden our audience journeys with internal and external links to relevant content
- #12 Products – and product management- Shift from "building websites" to "managing products“- A "product“ is a self-contained entity within BBC Online, which unites technology and editorial to meet a clearly defined audience need - A strategic approach for the service as a whole - framed by what our audiences need from the web, rather than what we produce today for TV and radio - a change in culture for BBC Online - News: A commitment to deliver the best online journalism in the world
- #13 Four screens- A single Online and Red Button service that seamlessly bridges screens and devices This means our products will go from being predominantly PC-based experiences to bridge desktop, mobile, tablet and connected TV devices- Not all content should be available on all platforms in the same way. Rather, we should take advantage of the unique characteristics of each platform and device to create relevant experiences with consistent design responsive to each screen
- #15 On track for target of doubling external click-throughs by 2013 – going to be raised to 3.5 times Q3 2010 monthly average: 2.9m Q3 2011 monthly average: 6.1mAround 1/3 go to other news sites via ‘moreover’ – the technology behind the ‘From Other News Sites’ boxNew approaches: Link journalism, comment elsewhereMonthly external link clickthroughs have increased since last year, again, it’s important to note that they are now coming from a different measurement system, they are also significantly above target. The data source switched from Sage to iStats partway through July, and the data from the two sources isn’t really comparable.
- #18 We're going to meet the doubling target but we are being asked to do more than that now =- 3.5x
- #20 Mobile users are most likely to visit News sites and the app in the morning and late evening, while users of the desktop site peak at lunchtimes
- #21 The rapid growth of the smartphone market over the last 4 years has increased the importance of mobile to BBC News – what was once a peripheral distribution platform is now a core route to audiences – and the growth is showing no sign of slowing.Despite this growth, the rapid change and development in the market dictates that standing still is not an option. In 2010 BBC News launched its mobile app on Apple devices, and in 2011 on Android devices – both have achieved high levels of take up and usage. However, approximately 2/3 of current mobile users are accessing BBC News content elsewhere - through either the mobile browser site (a basic user experience, designed for featurephones) or the main desktop browser site which is not optimised for mobiles and requires the use of ‘pinch and zoom’ to make content accessible.
- #30 Authoring in quickfire via SMS – or email???New News priorities – to get a few lines of copy in first
- #31 Getting this out on social media increasingly importantChris H has just got BBC News tweets into manual daytime
- #34 Samsung June and now Panasonic this month, Sony next month. We are talking to others including LG, Virgin Tivo. expect that to be this current product rolled out to more TVs etc with no changes. But then later next year we will want to iterate with other features based on the research. Is this also where you are going to refer quickly to Ceefax/Red Button changes in the next year Currently low numbers in the XX of ooo’sBut useful feedback and lessons