BBC focuses on core content and younger audiences in latest website strategy review

BBC focuses on core content and younger audiences in latest website strategy review

The BBC is to adopt a quality over quantity strategy for the ever-increasing sprawl of its online presence, after calculating that 90% of its audience can be accounted for on just six of a multitude of web platforms.

Refocusing its energies on the core services of Children’s, iPlayer, News, Sport, and Weather, together with education resource Bitesize and an audio and music app called Sounds – successor to iPlayer Radio, the organisation believes it can better compete with global competitors.

Any content lying outwith these central pillars is likely to be pruned ‘over time’ according to director general Lord Hall, although a breakdown of which sub-sites and apps that might be closed has not been given.

Addressing BBC employees in Salford Hall said: “In the global marketplace against well-resourced competitors we have to concentrate on a smaller number of standout services that deliver our very best content online.”

Hall is motivated by a desire to increase the organisations weekly reach with younger audiences from 55 to 90% over the next four years but this arbitrary target has reportedly hit resistance from within BBC News with concerns over a rise in youth-focussed ‘clickbait’ articles.

The BBC has long sought ways to rein in its online empire but has rowed back previously on a pledge to shutter its BBC Food portal, describing it as a 'misunderstanding'.

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