ITV

Tag: David Bainbridge

  • David Bainbridge to lead BBC’s digital marketing initiatives

    David Bainbridge to lead BBC’s digital marketing initiatives

    MUMBAI: UK pubcaster the BBC has appointed David Bainbridge to lead the marketing of its digital and new media services. Bainbride is currently YooMedia’s business-to-business arm MD. He takes up his new job in May.

    The appointment follows the BBC’s decision to restructure its marketing, communications and audiences division, and the new high level post indicates the importance the corporation places on the future of digital services.

    His responsibilities will include driving the BBC’s Building Digital Britain activities including driving the take-up of digital television and radio (DAB), On Demand TV usage, new internet/broadband penetration and driving the reach of the bbc.co.uk sites.

    Leading a team of 15 marketing and communication professionals, he will also play a key role in the BBC’s involvement in Freeview and Digital UK and the development of a free satellite offering by the BBC and other industry partners. He will report to BBC director of marketing, communications and audiences Tim Davie. He will be an integral part of the BBC New Media management team led by Ashley Highfield, who is the director of new media and technology.

    Davie said, “David has an impressive record of achievement in the marketing, broadcast and new media sectors. He is the right person to lead marketing and communications for the BBC’s Building Digital Britain ambitions, and I am delighted to have recruited a candidate of such outstanding calibre to join our strong BBC team.”

    Highfield said, “David has a wealth of experience in understanding our audiences’ needs in this rapidly changing world. His skills will be critical to us to maintain our reach and relevance with our digital services. We very much look forward to him joining the team.”

    Bainbridge said, “It doesn’t come much more exciting than helping to figure out the role the BBC plays in a converged world. Combine this with telling the British population what this means in real terms and the impact it could have on their every day lives and you have one of the most interesting communication challenges in the UK over the next few years.”

  • BBC kicks off marketing campaign in the UK to drive digital TV uptake

    BBC kicks off marketing campaign in the UK to drive digital TV uptake

    MUMBAI: UK pubcaster The BBC has launched its new marketing campaign for Digital Access. The first part of the campaign will run over seven weeks to 31 December 2006 and comprises four staggered television trails which will air on BBC One and BBC Two.

    The second part of the campaign with the fifth execution will air in January for two weeks. Accompanying the TV trails are a variety of radio executions that will play out on all BBC analogue radio networks from 25 November.

    In addition, the public can view the trails online at bbc.co.uk/digital.

    BBC head of marketing, communications and audiences, new media and digital David Bainbridge said, “This is the first time we have developed a single campaign idea to drive the take-up of digital tv and radio in the UK and which is flexible enough to take us all the way up to switchover. It is rooted in real life situations, showcases the breadth of content on BBC digital channels and utilises humour to appeal to a diverse audience who have so far resisted the move to digital. We need people to recognise that getting into the digital world is an easy and inexpensive step and hopefully this campaign will make that clear.”

    The first TV trails to be aired are entitled Couples and Intervention. The scenario for Couples focusses on four friends having dinner, two of whom have digital and are trying to entice their friends who are scared to convert and have a go.

    Intervention sees a young man in his twenties return to home to find several people in his flat all of whom are expressing their concern that he still isn’t “doing digital”. A further two trails – Posh Parents and Present – were added on 18 November. The final execution, Boredom, is scheduled for January 2007.

    The strapline that will accompany the trails is “Do you do digital?” and all executions have been created by Fallon London. The primary purpose of the campaign is to raise awareness of how much audiences can get from the BBC if they convert to digital. The secondary purpose is to drive take-up of digital television and DAB digital radio.

    “We are targeting the remaining 30 per cent of homes that have not converted to Digital TV and the 45 per cent of the population who haven’t bought into digital radio yet,” said Bainbridge.