New on and off-air campaign will focus on quality of content carried by digital services to drive digital take-up
BBC director general Greg Dyke's MacTaggart lecture soundbite - 'It's the programmes stupid' - is set to form the backbone of the corporation's digital services marketing push, writes Georgina Lipscomb

The new campaign, 'Everyone's BBC: connecting with our audiences', will kick off early next year with the launch of the BBC's first digital service, Radio 5 Live Sports Extra. The campaign - the biggest BBC marketing push to date - will focus on the quality of content as the main incentive to drive customers to use the new digital services.

An on-air campaign will be supported by off-air information on how to get digital services, including non-subscription options, different digital platforms and equipment guidance. Advice will be available via a helpline and website (both of which are already piloted) as well as a digital leaflet and fact sheet.

The plan, spearheaded by director of marketing and communication Andy Duncan, was published this week as part of a set of obligations dictated by media secretary Tessa Jowell when she approved the new digital services in September. It will be especially welcomed by commercial digital radio players who have been calling for the BBC to promote digital radio.

However, National Consumer Council director Anna Bradley said that while the campaign was encouraging it was 'not the end of the game.' 'The government can not think the BBC is going to do the job for them - ultimately, the government has to take the lead.'