The BBC’s corporate marketing chief Jane Frost has defended moves
to package and market the BBC brand more aggressively as vital to its
Speaking at a Chartered Institute of Marketing dinner last week, Frost
said that if the BBC is to continue to fulfil a public-service remit in
the multi-channel age, where viewers have increased control over their
own viewing, it must package itself appropriately for the new delivery
’The major experience the audience will be with the BBC brand, but maybe
from thousands of different sources not just one or two,’ Frost
This involved marketing the BBC brand rather than focusing soley
individual products or methods of distribution in order to achieve
clarity of identity and to position the BBC as a ’favoured provider of
’From a clear brand proposition, we can deduce the attributes that
define us, work out the relationship that binds our different products
and services and the benefit our audiences gain from our relationship
with us,’ she said.
However, she added that channels such as BBC 1 would still continue to
be important, whether packaged by schedulers or ’self packaged’.
Frost also defended comments by director of television Mark Thompson on
TV strategy, in which he outlined the need for the BBC to move from
mixed-genre channels to channels tailored to specialist subjects, such
as arts and music.
’Just because the BBC is packaged or distributed differently doesn’t
mean its core purpose is diluted,’ she said.
Frost’s comments coincide with a period of intense unease within the
BBC’s marketing and communications departments, as 450 staff wait to
hear the outcome of BBC marketing and communications director Matthew
Bannister has said that some job losses would be inevitable. Reports
suggest that up to 60 jobs could go, with staff working in PR functions
likely to be hardest hit.
Insiders suggest that it will be October before the new structure is
confirmed and in place.