BBC's Current Marketing Plan

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BBC's Current Marketing Plan

The BBC’s current marketing plan focuses on a number of specific

areas, where the BBC hopes to achieve a variety of objectives that

will improve the corporation’s image, in this country as well as

abroad.

The BBC plans to increase the range and quality of its radio and

television services. More high impact broadcasting is being focused

on. More memorable programmes are being developed and created, in

particular arts and current affairs. The BBC plans to build up and

solidify its digital service, providing something for everyone on this

service. Interactive learning activities are available and will become

increasingly available in the future. These factors are hoped to

increase the up-take of digital television generally.

With the ever increasing digital take-up, and the British Government

pushing for Britain to be fully converted to digital television by

2010, the BBC has been required to change its direction, as well as

capitalise on it. The competitors of the BBC have also ventured into

the digital television revolution. ITV 2, ITV News, E4, Film Four,

Film 4 World and Film 4 Extreme all stepped into the digital limelight

before or at the same time as the BBC’s digital channels. The BBC

should be wary of the way in which its arch rival, ITV, through away

its first and probably only attempt to launch its own box. On

digital/ITV digital paid over the odds for football coverage and then

failed to attract enough subscribers to warrant it. They proceeded to

own the football clubs they were supposed to bankroll millions of

pounds. The BBC can fall back on the fact that BSkyB subscribers will

watch...

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output.

The BBC does have a cash flow problem, and improving it will

inevitably free up money for reinvestment into the organisation. Most

organisations have to streamline their business at some point to

increase output or profit. It is better to streamline while in a

stable condition as oppose to doing it when the company is already on

its knees. Maintaining quality of output whilst improving efficiency

is vitally important, as viewers will seek alternatives is programming

quality is not up to the standard that is normally expected.

The BBC values its reputation in the UK and abroad highly, and

recognises that having a good reputation can help to sell programmes.

The BBC wants to earn greater appreciation from UK audiences in

relation to being an open, creative and trusted public service

organisation.

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