Backbite - by Claire Beale

’I’m Claire Beale and you’re watching Beale’s Backbite Broadcast (BBB), my own masthead programme. BBB taps into the Beale brand, bringing all my best bits from Campaign into glorious full-motion colour, squashed into the further reaches of your digital TV dial, nestling between the Poultry Forum Channel and Precision Toolmaker TV.’

’I’m Claire Beale and you’re watching Beale’s Backbite Broadcast

(BBB), my own masthead programme. BBB taps into the Beale brand,

bringing all my best bits from Campaign into glorious full-motion

colour, squashed into the further reaches of your digital TV dial,

nestling between the Poultry Forum Channel and Precision Toolmaker

TV.’



BBB encapsulates the essence of Bealeness - witty, informative,

entertaining - and you don’t have to wait until Thursdays. Digital TV’s

just crying out for content, and exploiting a ready-made, sexy brand

like mine is an easy-peasy option. And I’m cheap.



So what if BBB spreads my creative juices a little thinly? What if

people will pretty soon cotton on to the fact that the photograph at the

top of my Backbite column is actually 15 years out of date and I’m not

quite the glamour puss I can pretend to be in print? Haven’t you heard

of vaseline? My fans will stick with me, tune in, spend a little of

their clients’ money advertising between my segments.



So what if BBB has none of the intimate pleasures of the printed version

- the more relaxed, consume-at-your-leisure experience, something you

can do in the bath, in bed, on the tube? BBB is tomorrow’s medium, and

if Zest, Company and Good Housekeeping are going masthead programming

crazy, then count me in.



But could it be that those magazines clamouring to be first at the

masthead altar are actually threatening the credentials of their brand?

Company magazine is reportedly talking to Live TV about a masthead deal,

but I’m not sure that many Company readers would thank their magazine

for the association.



Strong magazine brands should not drop their knickers for the first TV

suitor who comes their way.



So, on second thoughts, BBB is going to hold out until a better TV

environment presents itself. Perhaps a nice little slot between

Eurotrash and the Girlie Show.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).