Rights and marketing are key to success according to former Global iPlayer exec
Navigating the global rights minefield will be BBC4’s key challenge if it is transformed into an international SVoD, according to one of the architects behind Global iPlayer.
Derren Lawford, who headed up programming and scheduling for the corporation’s foray into SVoD in the early-2010s, said populating the proposed service with exclusive content in multiple markets will be the corporation’s biggest hurdle.
“This is an area with a mixed ecology and lots to unpick,” said Lawford, who is now creative director at Woodcut Media.
“Some shows will have been sold to SVoDs which want all the rights, others to channels that demand lengthy windows, while direct-to-consumer deals may also be in place. The challenge for BBC4 will be identifying how much content it can retain global rights to.”
He added that much of its premium content is likely to have been widely sold by rightsholders.
The proposal for a streamer carrying the best BBC4 content was unveiled in last month’s Annual Plan, with channel editor Cassian Harrison joining BBC Studios’ global division for nine months to size up the opportunity.
Lawford, who oversaw programming for BBC Global iPlayer, which was available in Western Europe, Australia and Canada between 2011 and 2014, said that the BBC holds granular sales data about its programmes.
“It will have all the intel and be aware of the popularity of every genre in each market, allowing it to map which territories BBC4 could launch in.”
BBCS has prior experience of launching non-UK subscription services, having forged BritBox US in 2017 with ITV Studios and AMC.
Messaging
Lawford flagged the importance of “marketing and messaging” as running a close second to rights.
“To acquire subscribers, you need a really powerful message,” he said. “It isn’t just about the shows but the way in which you tell people about them.”
He considers the proposal to be a realistic option for the corporation.
“BBC4 skews to a more premium customer and assuming they have disposable income, they may be predisposed to pay for such a service,” concluded Lawford.
“Premium offerings like Sky Documentaries are launching in the UK and it’s not unreasonable to assume that a similar audience might be available elsewhere.”
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