BBC sets aside £20m for marketing new digital channels

LONDON - The BBC has announced a £20m marketing campaign to support the launch of its new and existing digital channels in a bid to shake off its image of being arrogant and talking down to its audience.

The campaign is seen as an essential move by director of marketing Andrew Duncan, who joined the corporation last year from Unilever.



Duncan conceded that the BBC is regarded by many consumers as arrogant, internally orientated, lacking in risk taking and having a one-way style of communicating with its audience.



It is said to have a particular problem with engaging downmarket, younger, ethnic and northern audiences and is seeking ways of luring them without driving away its core audience, which has traditionally been older and more upmarket.



The money will be ploughed into ditching the BBC's old-fashioned image by promoting its existing and new digital services, such as its new children's daytime offerings Cbeebies and CBBC Digital which, the broadcaster announced yesterday, are to be launched on February 11.



The corporation will use cross-promotion to highlight its other offerings, for example Radio 1's young audience will be encouraged to try some of its other brands through on-air mentions and branding at live events.



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Claire Billings, recommends

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