Next year UK broadcaster BBC will launch the connecting-with-consumers digital campaign. This will go along with its launch of eight new digital TV and radio services.
This follows the British government's approval in September of five new digital radio networks and three new television services from the BBC.
The theme of the campaign is "Everyone's BBC: connecting with our audiences". It aims to educate consumers about the tremendous advantages a digital world will give them not only on the tube but also on the airwaves. The campaign will let people know how digital TV and radio can add value to their lives. The BBC is aiming at helping people adapt to the digital way of life according to their convenience. Research has shown that consumers are concerned more about digital content in terms of the channels and programmes. Technology, the platforms or equipment to receive them takes a backseat.
The television campaign will draw attention to BBC’s new high quality digital programmes and channels. In addition there will be a major fulfilment programme consisting of phoneline, website and new literature. This will help explain to the consumer in layman jargon information about platforms, equipment and how to access digital TV. The BBC has also roped in retailers and manufacturers to keep consumers up to speed with the latest developments.
The three new digital TV channels BBC 4, CBBC and CBeeBies are free to air digital feeds. BBC 4 aims at promoting culture by having shows on arts, science, history, and current affairs. CBBC is meant for teenagers, It will include a live interactive magazine programme, online communities and clubs. There will also be a daily news service. CBeeBies is targetted at pre-schoolers. It will showcase live-action and puppet-based series and new landmark commissions alongside Tweenies and Teletubbies.
One of the new digital Radio networks is Asian Network which is the country’s first-ever national radio network for Asian communities.
The BBC in a release says that it wants to encourage the availability of long term, sustainable non-subscription options - and affordable equipment to receive them. For this to happen it needs the support of the Government, regulation bodies and other industry players.
Andy Duncan, the BBC’s Director of Marketing and Communication made these remarks. "The launch of the BBC’s new digital TV and radio services is a major opportunity for the BBC to connect with consumers in 2002." The communications challenge is substantial but the BBC has a great opportunity to help simplify the confusion for people and present them with a compelling proposition based on our new and enhanced programmes and channels."
