BBC PUBLISH DIGITAL MARKETING PLAN

THE BBC are to help consumers to find out more about the digital future. In the run up to the launch of the BBC's eight new digital TV and radio services next year, the BBC are publishing their marketing promotion plan.
The theme of the campaign is ‘Everyone's BBC: connecting with our audiences’. It aims to help consumers connect with the compelling new world of digital TV and radio programmes and channels.
The campaign will accompany the launch of the new channels and services in 2002. It will let people know how digital TV and radio can add value to everyone’s lives and that the BBC can help them with simple, impartial information about how to go digital in a way which best suits them.
Based on new research which shows that what consumers value most about digital is the content - the channels and programmes - the on-air campaign will focus on the BBC’s new high quality digital programmes and channels. This will be backed up by a major fulfilment programme to help simplify more complicated information about platforms, equipment and how to access digital TV. The BBC will also work with retailers and manufacturers to improve the quality of information for consumers at the point of sale.
Andy Duncan, the BBC’s Director of Marketing and Communication, said: "The launch of the BBC’s new digital TV and radio services is a major opportunity for the BBC to connect with consumers in 2002. The communications challenge is substantial but the BBC has a great opportunity to help simplify the confusion for people and present them with a compelling proposition based on our new and enhanced programmes and channels." (CD)