theibcdaily executive summary 41 Monetising multiscreen
“Audiences do not care about the delivery mechanism”
Daniel Heaf
Chief Digital Officer, BBC Worldwide Region: Global
Interview by Adrian Pennington
Could you define your role It is global and digital. It is about taking as much BBC content to audiences everywhere in the world and generating as much revenue as possible for digital sources and rights holders.
TV is only getting better
Daniel Heaf is responsible for driving digital strategy and consumer vision across BBC Worldwide’s digital portfolio, including BBC brands on Facebook and YouTube. He previously worked for Channel 4’s corporate venture fund, 4IP.
You spoke at the session: The Digital Fight for the Net Generation. Do you believe there is one? Let’s not characterise this as an internet versus TV war or one that pits global players versus national producers. I don’t think there is as much disruption in this space as there is collaboration and openness. On balance, TV is just going to get better and better and is enhanced by online activity. People will watch more over time in more places, more space and different screens. Whether on mobile or big screens it will mean a cumulative rise in TV consumption but it will be delivered over IP. Audiences do not care about the delivery mechanism as much as the content and features they can use.
Do you have a money- making second screen formula? There are lots of companies doing interesting things trying to work out what audiences want but no-one has landed it yet.
How far should Twitter be used to judge viewer engagement with programmes? Like any sample size it is designed to give you an accurate picture of a certain population, but it’s not like a traditional TV rating designed to deliver an outcome for the benefit of the TV industry. It is
more about what you can glean anecdotally about how a programme is performing.
Should there be a measurement that unifies online with TV viewing? We don’t find it too difficult to add up. You take the number of screens, add that to TV overnights. It’s quite a simple sum. Most metrics have their flaws, none are 100% accurate all the time. Is it a burning issue for me? No. Would it unlock more ad dollars? It’s possible but these things will come.
You are responsible for carrying out BBC VoD project Barcelona. What is its status? We’re still thinking about routes to market for the UK. We know DVD has been a very important route to market for the BBC over the last decade so the project had the starting point of asking what is our DVD business going to look like in future, then, how do we continue to capture revenue before decline (in the physical disc market) really sets in. That’s the vision. It’s far from a done deal whether we can do it or not [requiring approval of the Corporation’s overseer BBC Trust].
Will people pay for content online? We know consumers buy BBC content from iTunes, so yes, there is no concern about paid VoD. Digital lockers are a very important part of this future. People want access to content anywhere on any device – as seen with Spotify and iTunes Match. We’ve a long way to go before digital locker technology becomes truly interoperable.
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