Many comments were around ways to increase impact and reach across the world. Global value discussion groups clearly want to see a future where: The chart below outlines key response areas from staff around the world:
Key themes
Amongst the key themes emerging from Shape our Future around the world: BBC should produce more programmes targeted not just at local multicultural community audiences in the UK but for a Britain that is curious about the outside world. These programmes can be used to reach a global audience too. Build and protect the BBC brand Need to overcome difficulties in maintaining a public service brand in a commercial business model Teams pointed out that their commercial activities directly enable the BBC’s independence and public service focus The importance of marketing is pointed out by groups around the world
Quotes from participants
“Programme-makers should be encouraged to ask our global teams for audience insight and input to get the global perspective right for these diverse audience groups.”
“There are often conflicts between BBC America's values, which are driven by commercial needs, and the BBC's values, which are driven by public-service needs. Throw Discovery's values into the mix and it get even more complicated.”
“They said they were often made to feel as if they are in competition, not partnership, and that somehow the commercial activity is an embarrassment.”
From Hong Kong - “The BBC, if it wants to build Global Value, will lose it if it does not put marketing money behind the brand outside of the UK… If you want to compete in a global market, you need to support the brand.”
From Moscow – “Shout about our brand, shout about what we do. if nobody knows about our output, it doesn't matter how good it is! Invest in marketing ourselves.”
From Nairobi – “Review marketing of the BBC. From advertising BBC services to the public… to employing a roaming marketing professional who would constantly visit different units to discuss branding of BBC in particular areas.”
From USA – “BBC America not only gives back to the BBC, but strengthens the global brand – such as Golden Globes for The Office and a brand presence in the U.S.” Find out more on what was said about the BBC of the future: And you can also e-mail shapeourfuture@bbc.co.uk to ask a question or request more information. |
