BBC Wants Its MTV

International Herald Tribune reports on yet another old guard media institution seeking to take part in the rise of social media.

The British Broadcasting Corp., the world’s oldest public-service broadcaster, has said it will overhaul its Web site to include more user-generated content. It also aims to be the “premier destination” for unsigned music groups.
“We need to rethink the way we conceive, commission, produce, package and distribute our content,” the BBC director general, Mark Thompson, said in remarks prepared for a speech Wednesday to the Royal Television Society, posted on the BBC’s Web site.

I think there’s a limit to how many publishers can effectively take a page from MySpace’s play book.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.