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.