Erik Huggers' keynote address from the Guardian Changing Media Summit 2010
Post categories: Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online,ÌýÂ鶹¹ÙÍøÊ×Ò³Èë¿Ú Online
| 13:10 UK time, Thursday, 18 March 2010
The creative industries are in a period of unprecedented change. The Â鶹¹ÙÍøÊ×Ò³Èë¿Ú's recent strategy review was about how we deliver the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú's enduring public service mission in a digital age. What does this mean for Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online? The headlines are well reported. We intend to:
- Halve the number of top-level domains
- Reduce spend against the service licence by 25%
- Act as a window on the web - doubling the traffic we send to others
- Focus content on five editorial priorities
FM&T: What we do
As Director of Future Media and Technology, I'm responsible for the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online and Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Red Button service licences, as well as running four large departments that support the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú as a whole.
The first is Future Media. This department builds products such as the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú iPlayer, TV and mobile applications, and the interactive Red Button TV services. Fundamentally it looks at the needs of the audience, and builds digital products to deliver our content to them in innovative ways.
The second is the Broadcast and Enterprise Technology Group; responsible for keeping us on-air 24-7, and building the end to end technology infrastructure for our new premises in Broadcasting House and Salford. They also support the IT requirements of our 23,000 staff.
Third is R&D. With sixty years of engineering heritage, this division has produced innovations that have become commonplace in the home: colour television, teletext, NICAM stereo, and Freeview HD.
Finally, Information and Archives: otherwise known as the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Archive. In the archive lies some of the greatest moments in British broadcasting history.
All of these departments combine to make the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú fit for the digital future.
What the audience wants
In a digital age where shelf space is unlimited, Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online has been allowed to sprawl - partly in the absence of the natural boundaries of spectrum. We will now put boundaries on the service, because it's time to focus on what we do best for the benefit of the audience. Putting quality first is not a strapline, it's an admission that we've spread ourselves too thinly with digital expansion. The quality hasn't been there consistently across our online output and the audience deserves better - we must do less much better, and do much better with less.
The audience is increasingly migrating online. The huge uptake of smartphones, and the next generation of Internet Connected TV devices are bringing powerful computing devices into our everyday lives. Many people now access the internet without even turning on a computer.
By 2014, we expect the internet to come of age. Penetration will be up there with TV and Radio, with the medium establishing itself as a genuine third platform. Already we reach 52% of the online audience with >28 million unique users a week and we expect both the online audience, and our percentage of reach, to grow.
This is a fragmented audience. Generally speaking, older audiences view the internet as a source of information, while younger audiences view the internet more as a source of entertainment - viewing video content, social networking, listening to music. In other words, the internet is TV and radio for young people. Do we expect these younger audiences to abandon the internet when they hit their thirties? Of course not. This is a new generation, empowered by abundant choice, who expect to be able to access whatever content or services they want, whenever they want.
Pointing to a single-service future
As I've said before, Lord Reith didn't set out to make radio programmes. An engineer at heart, the best way to deliver his vision of public service - to inform, educate, and entertain - was to build a radio network and create radio programmes to broadcast over it.
From - one service, one platform, one medium in 1922 - to the arrival of TV and a second platform which spawned more services. Digital technologies ushered in the multi-channel world we inhabit today, and with them a third medium - the internet.
And as the internet comes to the living-room through television sets, it will become more important still - and indeed, one day, may be the only platform and delivery system that the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú needs to fulfil its public purposes. The internet is not an optional extra then; it is the future for the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú just as it is for the rest of the broadcasting and communications sectors.
Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online: a pan-Â鶹¹ÙÍøÊ×Ò³Èë¿Ú service
Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online is more of a pan-Â鶹¹ÙÍøÊ×Ò³Èë¿Ú service than any other, as it brings together content from every single part of the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú.
This is both a strength and a weakness. While more representative than any other Â鶹¹ÙÍøÊ×Ò³Èë¿Ú service of the breadth of the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú's output, as the content created originates from a wide range of Â鶹¹ÙÍøÊ×Ò³Èë¿Ú divisions this partly explains why it resembles a collection of websites rather than a single service greater than the sum of its parts.
The digital audience has more choice, less time, and a greater expectation that they can get what they want, wherever they want - so we have to work harder to make it easier for them to discover our content. In addition to editorial and scheduling, search, navigation, social discovery and recommendation will help the audience to find what they want.
This move to an internet-connected world requires changes in the way we create content, and the way in which we deliver it. Never before has a service required such a strong partnership between editorial and technology: content and products.
Online products must be useful, simple, up to date and timely. And editorially, we will focus on five core priorities. It is through this lens we will prioritise investment in new content, as well as decide what of our existing online content will stay, go, or be reorganised. These priorities will also influence our archive strategy.
From 400 websites to 200 - and one coherent service
The Â鶹¹ÙÍøÊ×Ò³Èë¿Ú's online strategy has, for many years, been to play a supporting role to our broadcast output. Programme first, website later. This is not the best way to deliver our public purposes in a digital age. We are moving away from the disparate approach of the past, and to create a single coherent Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online which is greater than the sum of its parts. We will look at each component part of the service through three lenses; first, the degree to which it delivers our public purposes; second, the degree to which it fits our editorial priorities; and third, like any other Â鶹¹ÙÍøÊ×Ò³Èë¿Ú service, how it scores in terms of reach, quality, impact and value.
Our three screen world
Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online is in many respects already at the heart of the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú, and for many licence fee payers it's the core source of value from the licence fee.
It is a service that has evolved with technology. Our first web-based service launched in 1994, was solely accessed via computers. The evolution of web-enabled phones allowed us to repurpose Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online content for access on internet-connected mobile phones in 2000, and the next generation of internet-connected TV devices emerging today will signal the next wave of innovation.
The portable device - mobile applications
The development of application stores, the rapid consumer uptake of devices and the consolidation of standards means that despite a messy start, mobile internet is becoming scalable.
Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online has had a presence on the mobile web for some time now, but at Mobile World Congress earlier this month, I announced plans to create new mobile applications for smartphones. These applications repurpose existing Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online content, optimised for immediacy and simple access on the move.
We start with a news application on the iPhone in April, followed by a sport application in time for the World Cup. We will introduce these applications to a range of devices throughout the year; repurposing our core Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online propositions.
The shared screen - TV applications
So, to TV, perhaps the final piece of the convergence puzzle. Unlike mobile, this truly is a nascent market and like the first-generation of -enabled phones in the late 1990s, first-generation broadband-connected TVs have come on to the market in recent years. The common factor is, again like mobiles and computers, the platform of delivery and the service that delivers the content: Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online over the internet.
But with no common standards, we've seen a fragmented market emerge, with the TV manufacturers, set-top box manufacturers, gaming consoles, linear TV platforms, and new market entrants all looking to create a foothold in the connected-TV market.
We don't yet know how this is going to play out. It could be that, as Apple did in mobile and digital music, one company creates an end-to-end user experience and creates a de-facto market standard that the consumer and content providers will follow. Or, an open platform like can create an ecosystem that allows the wider market to set its own terms, free from third-party gatekeepers.
To date, we've focussed on bringing video-on-demand to the living room. We've enabled Â鶹¹ÙÍøÊ×Ò³Èë¿Ú iPlayer for the Virgin Media TV platform, and the Nintendo Wii and Playstation 3 gaming platforms. All Freesat HD boxes can now access the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú iPlayer also. Both Samsung and Sony connected TVs will support Â鶹¹ÙÍøÊ×Ò³Èë¿Ú iPlayer applications and we continue to take an open approach to working with new partners.
But this is about more than the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú iPlayer - itself a subset of Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online. Canvas is an open platform which will deliver rich multi-media content from right across the internet, including Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online.
Consistent user experience
In thinking through our design principles for each user environment, we give careful consideration to what the audience wants when they access the content: one Â鶹¹ÙÍøÊ×Ò³Èë¿Ú experience across different platforms and territories.
With this in mind, we have created a new design template for the site. This new user experience, created by the Future Media team in conjunction with creative direction from designer Neville Brody, will be integrated across the service in 2010-2011. It's a clean new design that introduces consistency of style, usability and accessibility.
The future
All media devices - whether it's the living room TV, your mobile, or your portable PC - are becoming truly connected. Not just to the internet, but to your other devices, to other people via social networks, and virtually every other web-based content provider and service. That radically changes almost everything. Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online is the service that pulls all this together.
Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online is linear and on-demand, social and personal. The internet's dynamism and interactivity allows us to weave Â鶹¹ÙÍøÊ×Ò³Èë¿Ú content into the wider web, making our content part of the social web through discovery and recommendation.
Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online can work across multiple devices seamlessly, making existing content available in the most convenient way for audiences. Finish the programme you started watching last night on the TV, resume on your Blackberry on the bus to work. Check your favourites at your desk at lunch-time and catch up on the comedy you missed last week. Download a podcast and listen to it on the way home. All this becomes possible with a seamless service that's available whenever you want it, through whichever device. Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Online will make the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú relevant to every single person in the UK, and leave plenty of room for others in the process.
Erik Huggers is Director, Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Future Media & Technology.
Comment number 1.
At 18th Mar 2010, citizenloz wrote:To date, we've focussed on bringing video-on-demand to the living room. We've enabled Â鶹¹ÙÍøÊ×Ò³Èë¿Ú iPlayer for the Virgin Media TV platform, and the Nintendo Wii and Playstation 3 gaming platforms. All Freesat HD boxes can now access the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú iPlayer also. Both Samsung and Sony connected TVs will support Â鶹¹ÙÍøÊ×Ò³Èë¿Ú iPlayer applications and we continue to take an open approach to working with new partners.
Was Panasonic and accidental or intentional omission from that list?
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Comment number 2.
At 19th Mar 2010, lucas42 wrote:This comment was removed because the moderators found it broke the house rules. Explain.
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Comment number 3.
At 19th Mar 2010, markngaz wrote:bbc iplayer is still not on all freesat hd boxes, most freesat boxes are awaiting the bbc iplayer update, so its very few that can get it
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Comment number 4.
At 19th Mar 2010, Russ wrote:The term 'domains' is a misnomer, but whether we call them domains or directories, I think what is being referred to is the '*' in bbc.co.uk/*.
I accept that the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú is not yet ready to identify which 200 of the approximately 400 *s are to disappear or be rationalised/merged etc.
I would like the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú to publish a list of the approximately 400 current *s. The production of such a list is an elementary exercise. I have asked to see such a listing on another Â鶹¹ÙÍøÊ×Ò³Èë¿Ú Internet blog, but my question has resulted in another stony silence. If we cannot see the list of 400 *s, then how can anyone gauge the transparency about the eventual halving of that number?
Russ
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Comment number 5.
At 21st Mar 2010, dpomic wrote:"And as the internet comes to the living-room through television sets, it will become more important still - and indeed, one day, may be the only platform and delivery system that the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú needs to fulfil its public purposes. The internet is not an optional extra then; it is the future for the Â鶹¹ÙÍøÊ×Ò³Èë¿Ú just as it is for the rest of the broadcasting and communications sectors."
Great! Looks good.
Internet at 78% 2009 and to 88% 2014, with radio remaining 90%.
What about DAB radio? No mention and doesn't seem to fit. Certainly not additional substantial investment--forecast to possibly break even 2026. And, with FM ongoing in any case.
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At 22nd Mar 2010, lucas42 wrote:This comment was removed because the moderators found it broke the house rules. Explain.
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At 12th May 2010, U14460911 wrote:All this user's posts have been removed.Why?
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At 12th May 2010, U14460911 wrote:This comment was removed because the moderators found it broke the house rules. Explain.
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Comment number 9.
At 19th May 2010, magic1001981 wrote:bbc iplayer is still not on all freesat hd boxes, most freesat boxes are awaiting the bbc iplayer update, so its very few that can get it
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Comment number 10.
At 20th May 2010, ozgurdunyam wrote:This comment was removed because the moderators found it broke the house rules. Explain.
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At 20th May 2010, talat wrote:This comment was removed because the moderators found it broke the house rules. Explain.
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At 24th May 2010, hd2010 wrote:This comment was removed because the moderators found it broke the house rules. Explain.
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Comment number 13.
At 18th Jul 2010, greenjacket wrote:Although Â鶹¹ÙÍøÊ×Ò³Èë¿Ú iplayer is available on Sony Blu-ray Players, when is it going to be available on Sony Bravia TVs?
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