BBC WORLDWIDE MYSPACE

BBC Worldwide, 2007

Communications for BBC Worldwide's MySpace presence, launched in the same period as the YouTube and iTunes channels.

MySpace ran on a different logic again: profile pages, friend networks and a social layer that neither broadcast scheduling nor iTunes' download model had to account for. Putting BBC content there meant working out what a broadcaster's presence looked like on a platform built around personal profiles rather than programming.

Across the same year, that meant three platforms with three different sets of rules, on demand through iTunes, video-first through YouTube, and social and profile-led through MySpace, all launching within months of each other.

Every platform assumes a different reason someone showed up. Get that wrong and the content doesn't matter.