As the operational business unit of the British Broadcasting Corporation, BBC News is responsible for gathering and broadcasting news and current affairs in the UK. Its new director general, Tony Hall, is expected to take on a number of challenges, including new revenue streams and editorial and management processes, as well as a focus on the brand’s values. Read on to discover how Hall will tackle the challenges ahead. And don’t forget to subscribe to BBC News for updates on the latest news.
BBC’s new director general will deal with digital, mobile, and platform-dominated media environment
As the new director general of the BBC, Tim Davie has a wide range of responsibilities. In the past, the broadcaster concentrated on building large passive broadcast audiences. But this is no longer the case. Today, the BBC must engage and enthrall digitally-distributed users. The BBC will never again play the traditional role of a public broadcaster – accumulating massive passive broadcast audiences – and must instead focus on its overall reach and people’s perception of the BBC.
The BBC must reposition itself to compete in a digital, mobile, and platform-dominated media landscape. It must re-assess its mission and deliver high-quality output and distinctive services. It must also continue to build public support, which is the only real defence against political attacks. This means adapting to new media and new business models. Nevertheless, it is important to retain its public service mission in a digital, mobile, and platform-dominated media environment.
BBC’s new methods of generating revenue
A team from BBC News’s News Lab and BBC R&D has developed a way to capture the attention of Generation Z, a demographic defined as ranging from early 1990s to mid-2000s, who are digital natives and mobile-first. This generation has been notorious for being difficult to reach, as it is most comfortable sharing stories on private messaging apps like Snapchat rather than traditional news outlets. However, Fleming argues that the promotional methods are aimed at making as many BBC News Online readers click on stories about Africa as possible.
While the news industry has been hit by pandemic uncertainty, the BBC is aiming to grow its revenues in the future. With a diversified portfolio of products and services and the ability to increase subscriptions, the company is well-placed for the future. As such, it is well-positioned to reach its five-year financial target of PS1.2 billion by the end of the current financial year. BBC Studios is undergoing a reorganisation of its business and is moving BBC Children’s Productions and BBC Global News to new studios to produce content for third parties and direct-to-consumer services.
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BBC’s editorial and management processes
The BBC’s editorial and management processes are in danger of becoming bland, dreary and ineffective. The BBC is not a start-up news brand, so it is unlikely to reinvent itself with the same agility and enthusiasm as other commercial companies. Instead, it will battle internal turf wars and external lobbying for the right to remain in business. The BBC’s editors have expressed deep concern about the new culture, which focuses too much on delivery platforms and less on the creation of content.
The BBC’s cultural model has been shaped by the needs of its audience and the demands of a digital age. The BBC’s news team has always sought to balance arts, drama and popular entertainment. In recent years, though, the BBC’s editorial and management processes have undergone radical change to keep pace with new technologies and economic and political pressures. The BBC has been a beacon of truth for the last hundred years, but the internet, social networks and other news outlets have challenged this.
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BBC News has strict rules for marketing and advertising. Advertisers are required to follow a strict set of guidelines, and all content must add value to the reader. BBC editorial teams can also use their brands to promote their own products, and this content is clearly marked as sponsored or associated with an advertiser. Advertisers must also adhere to the BBC’s editorial policy. Advertiser content can run on BBC World News, and can be placed alongside other editorial content.
Advertising for BBC World News will launch tomorrow in Germany, the UK, and the US. The campaign will span TV, press, online, radio out of home, and experiential. RKCR/Y&R created the campaign, and MEC is handling media planning. The BBC will launch the campaign in Germany, and the campaign will extend to other European markets and the US. BBC News’ brands are trusted by the public, so the campaign’s success will be highly relevant in the media landscape.
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