bbc worldwide it strategy
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BBC Worldwide- IT Strategy
Prachi MuleGourav Nagar Vishal PareekSarith Somasundaran
Presentation Agenda
Introduction-Gourav Nagar
Business Strategy-Gourav Nagar
RecommendationsSarith Somasundaran
Organization Structure Sarith Somasundaran
1.
2.
5.
3.
4.
IT Objective and Initiative -Prachi Mule
INTRODUCTION
BBC & BBC WorldwideAbout BBC:• A semi-autonomous British public service broadcasting
corporation • Operates under a License and Agreement from the Home
Secretary.• It's world's oldest national broadcasting organization.• Headquartered in London and has major production
centers in Birmingham, Cardiff and Glasgow.
About BBC Worldwide:• Wholly owned subsidiary of the British Broadcasting
Corporation (BBC). • BBC Worldwide exists to maximize profits on behalf of
British Broadcast Corporation and support the BBC service mission.
http://vimeo.com/27235222
BUSINESS STRATEGY
Facilitate revenue generation for BBC by focusing on international growth, investment in digital progression, content innovation and building relationships with customers worldwide whilst upholding and improving the BBC brand.
The strategy had three elements to it:• Increase the penetration of international markets by strategically diving
them into groups of achievable goals.• Grow the online presence and make BBC digitally sound.• Accelerate the growth of faster-growing divisions by
selective acquisitions.
Business Strategy
IT OBJECTIVES& INITIATIVES
IT Objectives & Initiatives
1. Growing the online business2. Strengthen BBC’s presence in the U.S.3. Improve BBC & BBC WW brand value and global presence
Growing the online businessIT activities Costs Life Cycle/ Stages Priorities Risks
Revamp the website for BBC
(www.bbc.co.uk) Launch BBC iPlayer Increase the number
of passion sites (Top Gear, Radio Times, Good Food)
Distribution deals with sites that BBC did not control
Mixed funding model to deliver quality for license fee payers’ investment
Information systems cost
Data Analysis cost Proportional
international spend with BBC
Joint venture costs
Make the website more user friendly
Earn revenue through advertisement, video on demand and subscription
Increase the overall appeal of the website through content management
Launch the service for screening shows 7 days after they were aired
Allow storing of programs for up to 30 days on the computers
Increase cross-platform viewing
Increase level of interaction on existing sites
Increase the number of passion sites
Compete against the local players to appeal to audiences
Partner with other sites to distribute content
Earn revenue through online marketing
Create a brand value internationally
Increase the local as well as international viewers
Maintain the integrity of the website while making it appealing to the international audiences
Manage advertisers
Data privacy and intellectual property protection
Increased level of expectation from the new sites
Accountability problems
Strengthen BBC’s presence in the U.S.IT activities Costs Life Cycle/ Stages Priorities Risks
Introduce new products, video on demand and high-definition broadcasting in television
Launch free, ad-funded video clip service, subscription service online.
Increase podcasting opportunities for radio market capturing
Partner for syndicating content from its audio-visual product online
Information systems cost
Cost of data analysis experts
Infrastructure costs
Plan for increasing presence in the television industry, online and on radio.
Take initiatives like collaborating with various industry giants to leverage their stronghold on the market.
Launch lucrative products rather than creating new digital channels.
Leverage the cross-platform usage by creating mobile presence.
Become top media distributor in the U.S.
Capture the market in the television industry and then on the internet.
High Investment Dissipation into
separate entity Accountability
problems Strong local
competitors
Improve BBC & BBC WW brand value and global presence
IT activities Costs Life Cycle/ Stages Priorities Risks
Conduct customer research and gain insight on user perception of BBC brand
Leverage owned websites and media partner services to increase user awareness of BBC brand
Use software to separate content in domestic and global
Use Information Systems to facilitate and monitor progress in the different global regions
Purchase / renting cost for software, domains and infrastructure
Joint venture and partnership costs
Information systems cost Data Analysis cost
Conduct thorough customer research
Analyze the results of the research
Determine the type of content to be provided to users in specific regions
Determine appropriate third party partners in specific regions
Plan and implement measures to increase user awareness
Use Information Systems and software to monitor progress in each region
Understand the interest and needs of customers
Gain credit for BBC services and contents
Create and maintain good relationship with partner firms
High Investment Improper partner
selection Accountability
issues Incorrect data
analysis Problems in
relationship with partners
RECOMMENDATIONS
Recommendations Introduction of Data Mining and Clickstream Analysis
• Data warehousing and data mining• Customer patterns• Market segments
Future Technology Enablement • 2006 - Mobile TV• Research and Development team• Cutting edge technologies• Edge over competitors
Recommendations Use of Enterprise Resource Planning (ERP) systems
• Integrate data and processes• Monitor global progress• Management efficiency
Improve local IT infrastructure• Handle heavy loads of request• Organize media content• Grow online presence
Organization Structure
CONCLUSION
Thank you
Please feel free to ask questions.