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PICTURED: BBC One ident - Birdwatchers, Rainham Marshes - Version 1.

Misjudged BBC One branding risks corporate damage

Posted on 12th October 2021 by Andrew Nairn
Last updated on 12th October 2021 Filed under Opinion

BBC One is the BBC’s single most important service. This may seem like a statement of the obvious but sometimes these things need to be said.

It is the corporation’s most expensive service and the one which attracts the most viewers – some of whom do not use any other BBC service. So getting BBC One right is vital for the whole corporation.

The nadir of 1984 – a year of flops and low ratings – left the corporation exposed to its ideologically-driven critics.

Similarly the Eldorado debacle in 1992 would have caused lasting damage had John Birt and Alan Yentob not taken steps to put the channel on a quality drive.

Getting the mix right is difficult – too popular can seem too commercial but if the ratings are too low there are difficult questions too.

Inevitably, the branding of the channel must also matter to the corporation as a whole. How many people may see BBC One’s identity as that of the BBC itself Almost the corporation’s masterbrand.

Anecdotally, there are viewers who thought of the globe as the BBC’s symbol rather than BBC One’s.

So if the branding of BBC One is misjudged there is a risk of corporate damage.

With BBC One, it’s no bad thing if people at the most senior level take an interest in the channel’s identity and branding. Better to wait and get it right than get it wrong.

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Tags: BBC, BBC One, On-Screen Presentation, Oneness

Dates for the Diary

30th January: BBC Reporting Scotland moves to a temporary set. The programme will move back to a refurbished Studio C in the summer.

30th/31st January: BBC One East HD and BBC One East Midlands HD launch on satellite.

6th/7th February: BBC One West Midlands HD, BBC One East Yorkshire/Lincolnshire HD and BBC Alba HD launch on satellite. BBC One/Two Wales SD services close on satellite.

13th/14th February: BBC One West HD, BBC One South West HD, BBC One Channel Islands HD, BBC One London HD and BBC RB1 HD launch on satellite.

20th/21st February: BBC One North East and Cumbria HD, BBC One North West HD, BBC One Yorkshire HD and BBC Parliament HD launch on satellite. BBC One Scotland SD and BBC Scotland SD services close on satellite.

22nd/23rd February: BBC One South East HD launches on satellite.

February 2023: new set for BBC Midlands Today goes live.

13th February 2023: Sky Kids launches.

Q1 2023: BBC Chameleon branding introduced on air for BBC Weather, CBBC and CBeebies.

April 2023: BBC News Channel and BBC World News merge.

November/December 2023: World Radiocommunications Conference (WRC-23).

Q1 2024: SD versions of BBC channels close on satellite.

2024: BBC Four and CBBC go online-only.

2024: BBC Radio 4 Extra goes online-only.

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