The BBC, through its commercial arm BBC Resources, has formed an
alliance with the interactive agency BMPtvi to pitch for TV advertising
Although the BBC has produced commercials in the past for companies such
as British Gas, this is the first formal alliance the broadcaster has
formed with an interactive TV advertising agency and signals its
intention to make an aggressive push into the commercial market.
MediaArc, the design and interactive unit of BBC Resources, and BMPtvi
will specialise in producing interactive advertising for digital
Andrew Howells, the managing director of BMPtvi, said: "We don't have
any production capabilities in-house, so this provides a fairly good
dovetail because as an interactive agency we are typically concerned
with the planning and strategy that goes behind a brand, while the BBC
offers production and design capability.
"It is one of the few companies that can deploy across any platform and
is an expert in TV design."
Andy Davy, the director of MediaArc, is insistent that any money made
from commercials will be put back into programming and supplementing the
public licence fee.
BBC Resources is the production services arm of the broadcaster and,
like its sister arm BBC Worldwide, is able to form commercial links
outside the corporation.
Howells said BMPtvi was very happy to work with the BBC on an exclusive
basis, but would not try to stop the production arm from talking to
BMPtvi is introducing its alliance with the BBC to existing clients as
well as prospective new business opportunities.