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BBC Royal Wedding

BBC must maintain digital standards to engage with 'licence fee payers of tomorrow' says user experience head

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By The Drum Team, Editorial

June 9, 2011 | 2 min read

The BBC has identified the need for it to meet technical innovations in order to engage with ‘the licence fee payers of tomorrow.’

Speaking at the Media & Innovation Conference 2011 this morning, Adam Powers, head of user experience and design for brand experiences at the BBC, said that in order to continue to offer licence fee value the corporation would need to ensure it kept up with the technical demands of ‘tech savvy’ young people.

“Nothing has changed and everything has changed,” he stated during his talk on cross-channel commissioning.

"We have to work harder to engage with digital natives - they are the license payers of tomorrow,” responded Powers when asked about the workability of a single media platform for the BBC.

The BBC was recently forced to pay back online foreign advertisers thousands of pounds in revenue after its live stream for the Royal Wedding collapsed as the bride was about to walk down the aisle.

Follow The Drum's live blog from the Conference here.

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