BBC launches first trials of on-demand television programming

October 19th, 2004

Reported the Financial Times on Tuesday October 12.

The BBC weekly schedule could be downloaded to allow viewers to consume the programmes they wanted to watch when they wanted to. Or at a time more convenient to them.

There is a view that we are changing from passive viewers to active consumers of TV programming. And moving from the rigid feudal system that has existed since TV has been broadcast, to a demand culture.

Mark Thompson was quoted as saying

We’re going to move to a world where people will be able to enjoy BBC content in lots of new ways delivered through lots of new channels into the home and to them on the move and on demand

This announcement by the BBC signals clearly that a broadcaster understands its traditional boundaries are evaporating. And that to survive it must embrace the new digital age, with its new digital economics.

It also signals the sea change in the role of the consumer or customer. In a media fragmented world, companies are going to have to work very hard to keep their customers and their customers advocacy.

Creating an ‘enhanced experience’ and adding value to customers is the way this will be achieved.

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