“We are as much about the great content we make as we are about the people we make it for. This is what makes the BBC so special.”
How is the BBC making sure that it is perceived as different from other broadcasters?
The BBC is different from other broadcasters—we are publicly funded in the U.K., and are bound by our royal charter to inform, educate, and entertain all audiences in everything we do. That’s why there is a unique relationship between the BBC and its audience, to whom we are answerable and accountable. This is what drives and challenges us every day to create outstanding content for everyone in the country, across all of our services—on TV, on radio, and online. This sits at the heart or our brand, and drives our brand thinking and communications. We are as much about the great content we make as we are about the people we make it for. This is what makes the BBC so special.
How is the BBC seamlessly integrating its technology (iPlayer, online, BBC blogs) into the lives of its audiences?
As a publicly funded company, it is imperative that we do everything we can to make our content relevant and available to our audiences. Partnerships play a critical role in enabling us to do this.
Our recent editorial and marketing partnership with the British Museum on “A History of the World” is a good example of the former. This unprecedented public service collaboration linked BBC audiences with museum goers and students across the U.K., invigorating a national interest in world history. Part of “A History of the World’s” legacy is a BBC Digital Museum of historical objects uploaded by contributors from across the nation.
Digital partnerships are particularly important to ensuring it is as easy and as seamless as possible for audiences to get to BBC content. Over the past few years we have consistently engaged with technology providers to ensure BBC iPlayer can be accessed on as many platforms as possible. The service is currently available on over 300 devices including connected TVs, Blue Ray Players, tablets, mobiles, and set top boxes. The strategy has been a great success with audiences: we have had 155 million BBC iPlayer requests from across these devices in the last month alone. And we will continue to grow and expand in line with our audiences’ exploration of new routes to content.
What other brands do you admire most and why?
In addition to our own BBC brands, I have a huge admiration for John Lewis. As a brand and an experience it is wonderfully consistent across every touchpoint. From the advertising (that TV ad—it just makes me want to cry!), to the online shopping experience, to the in-store experience and even the customer service telephone line, it always delivers and often exceeds my (by now high) expectations.
I also love what Angela Ahrendts has achieved with the Burberry brand, rescuing it from potential over-exposure and re-energizing it as a modern British icon.
What book is on your bed table right now?
Gina Ford—the toddler version!
ABOUT HELEN NORMOYLE
Helen Normoyle is the Director of Marketing & Audiences at the BBC.
Helen first joined the BBC in 2008 as Director of Audiences before taking on her current role in 2010. Helen has overall responsibility for the BBC’s marketing, media engagement, audience services, research, and planning across all of its television, radio, and online services, with teams working in various locations around the U.K.
Prior to joining the BBC Helen worked at Ofcom where she was brought in as Ofcom's Director of Market Research in 2003 and established and led its market research and intelligence team. In this role she was responsible for ensuring the delivery of cutting-edge, strategic research and market intelligence across the converging media markets of telecoms and broadcasting, providing support for key decisions and projects.