The Future of Public Service Content

Tom Loosemore

3

Public-Service Broadcasters

• BBC• itv• Channel 4• five

5

Non-Public-Service Broadcasters

• Sky.com/News• SkyArts.co.uk• Discovery.com• Teachers.tv• ChannelM.co.uk• CommunityChannel.org• Etc.

7

Public Institutions

• Tate.org.uk• ScienceMuseum.org.uk• RoyalOpera.org• CBSO.co.uk• Kew.org• NMM.ac.uk• Etc...

9

Commercial Publishers

• Guardian.co.uk• Telegraph.co.uk• NewburyToday.co.uk• Nature.com• NME.com• BabyWorld.co.uk• NetDoctor.co.uk• Etc…

11

Universities

13

Archives & Libraries

15

Government

17

Charities & Trusts

19

Not for profit

20

More effective investment?

A foundation of Open Public Data...?

</ofcom>

Value = Reach x Quality

“How likely are you to recommend ___ to a friend or colleague?”

Net Promoter Score = % Promoters - % Detractors

Extremely likely 10 9 8 7 6 5 4 3 2 1 0 Not at all likely

Promoters Passive Detractors

Source: “The Ultimate Question: Driving Good Profits and True Growth,” Fred Reichheld, HBS Press, 2006, page 31

(% 0 – 6)(% 7 and 8)(% 9 and 10)

Net Promoter

3

2

2

3

4

5

6

9

12

26

30

0 5 10 15 20 25 30 35

0

1

2

3

4

5

6

7

8

9

10

% R

atin

g L

ikel

iho

od

to

R

eco

mm

end

XY

Z

Extremely Likely

Not at All Likely

Promoters = 56%

Detractors = 25%

Net Promoter Score = 31%

Example NetPromoter Calculation:

BBC.co.uk Net Promoter Index Q3. 2006

-30%

-20%

-10%

0%

10%

20%

30%

40%

50%

60%Cbeebies

Doctor

WhoSport

News

Radio 1EastEnders

Weather

CBBC

London

CBBC

Newsround

Comedy

Soup

BBC

Average

US Media

Average

Overall NP% against reach and Cost

-40%

-20%

0%

20%

40%

60%

80%

Reach

NP

%

NewsSport

WeatherSearch

CBeebiesSkillswise

Science and Nature

Doctor Who

Radio One

CBBC Newsround

7,000,00030%

The BBC’s Web Principles…

Build Web products that meet audience needs.Anticipate needs not yet fully articulated by audiences, then meet them with products that set new standards.

The very best websites do one thing really, really wellDo less, but execute perfectly.

Do not attempt to do everything yourselvesLink to other high-quality sites instead. Your users will thank you.

Use other people's content & tool to enhance your site, and vice versa.

Fall forward, fastMake many small bets, iterate wildly, back successes, kill failures,

fast.

Treat the entire Web as a creative canvasDon't restrict your creativity to your own site. Look at "One Big

Weekend".

The Web is a conversation. Join in.Adopt a relaxed, conversational tone. Admit your mistakes.

Any Website is only as good as its worst page.Ensure best practice editorial processes are adopted and

adhered to.

Make sure all your content can be linked to, forever.

Remember your granny won't ever use “Second Life” She may come online soon, with very different needs from early-adopters.

Maximise routes to contentDevelop as many aggregations of content about people, places, topics, channels, networks & time as possible. Optimise your site to rank high in Google.

Consistent design & navigation needn't mean one-size-fits-allUsers should always know they're on one of your websites, even if they all look

different. Most importantly of all, they know they won't ever get lost.

Accessibility is not an optional extra.Sites designed that way from the ground up work better for all users

Let people paste your content on the walls of their virtual homes.Let users take nuggets of content with them, with links back to your site

Link to discussions on the Web, don't host themOnly host Web-based discussions where there is a clear rationale

Personalisation should be unobtrusive, elegant and transparentAfter all, it's their most personal data. Best respect it.

Thank You

tom.loosemore@ofcom.org.uk