BBC launches design-focused platform to capitalise on growing interest in premium content

BBC launches luxury platform to capitalise on growing interest in premium content

The BBC has launched its first luxury platform on BBC.com. Titled BBC Designed, the self-styled “super section” of the website has been created in response to growing audience and commercial interest around premium content.

In non BBC-licence fee paying regions like the US and APAC, advertisers will be able to run sponsored takeovers around editorial. The fresh platform will showcase global design projects, with a focus on innovation and exploring the cultural impact design has on society. Coverage will be focused around four areas including fashion, architecture, transport and technology.

The website was produced by BBC Worldwide, the commercial arm of the publisher, and the money made from sponsored editorial on the site will be re-invested to help fund the BBC’s international journalism.

The US launch is sponsored by Genesis, a global luxury automotive brand.

The move from the BBC follows on from a recent study from Teads which suggested that high-end editorial was deemed more "memorable" and "engaging" for users than content shared on social news feeds. 16% said premium content was more relevant and engaging than social media streams, while 8% said it was more impactful.

The new section of BBC.com will place storytelling and investigative journalism front and centre, with features contributions from creators, design experts, and BBC talent.

"Our audience is always looking for trusted, intelligent, and innovative content, and we hope BBC Designed will reveal how much cutting-edge design is shaping our lives," said ​Simon Frantz, managing editor, features at BBC.com North America.

"At launch, we will take people on a global tour of design, going from Milan to Tokyo, showing the remarkable story of humankind’s race to create the ideal city, as well as showing the designs that literally save lives."

Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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