Global iPlayer ambition ended as BBC targets international OTT market
Joseph O'Halloran | 19-10-2013
Despite its outstanding success in the domestic arena, and the ambition of former BBC Director Generals, the iPlayer will not embark on a global rollout.
At its heart of the move is a strategy by the BBC to secure the position of BBC Worldwide, its commercial arm, increasing content investment especially in premium programme assets.
As part of its plan to achieve its objectives, the BBC will launch three new core consumer brands propositions and place and a greater focus on digital innovation to extend the company’s reach and routes to market. “The time has come for a step-change, reflecting the rapid development in our markets, “revealed BBC Worldwide CEO, Tim Davie. “In particular, we will invest more into the unique content that powers everything we do, and realise the full potential of the BBC brand with audiences around the world.”
Offering an alternative to other over the top (OTT) plays, the strategy will position BBC.com, the international version of the BBC’s online site, as the new content hub bringing together all BBC commercial online TV offerings in one destination. The new BBC.com will include a long-form video player and will represent a single digital route to market for BBC.com’s partners and advertisers. As part of this move, the existing trial of the global iPlayer app, currently testing in 16 countries, will not be extended to any new markets, and it is proposed that the global iPlayer will be integrated into BBC.com over time.
The BBC.com initiative will also see the launch of an international version of the BBC Store, a new commercial service, giving UK consumers the chance to buy, watch and keep a selection of BBC programmes.
Davie also confirmed BBC Worldwide’s intention to grow content investment commitments, forecast to increase by £30 million pa to some £200 million. This will result in closer collaboration with its content partners, including BBC Productions, indie relationships and BBC Worldwide’s own production base, through more first-look deals, BBC Worldwide funded commissions for BBC Worldwide channels, co-productions and development of content for non-linear channels.
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