Vicky Elmer (Beercock)
Global Communications & Marketing Leader | Brand, Culture, Reputation
BBC WORLDWIDE ITUNES
BBC Worldwide, 2007
Communications for the launch of BBC Worldwide's iTunes channel, part of the same run of digital platform launches as YouTube and MySpace that year.
iTunes worked on a different logic to broadcast scheduling: content selected and downloaded on demand rather than encountered at a fixed time. Launching into it meant thinking through what BBC content needed to look like once appointment viewing wasn't the only route to an audience.
This sat alongside PR support for TopGear.com, LoveEarth.com and BBC Motion Gallery in the same year, as BBC Worldwide moved several platforms online within a short space of time.
On demand changes the relationship between content and audience, not just the delivery method.