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Powerful and ingenious new BBC promo

Posted on 7th February 2022 by Andrew Nairn
Last updated on 7th February 2022 Filed under Opinion

A few months ago we argued that the BBC needed to bolster its corporate marketing. Now it finally has with a remarkable new promotion.

This Is Our BBC debuted online last week and is now running on air too. It is powerful and ingenious.

A series of short clips – even individual words – cut together to remind us what the BBC is, why it is special and why its existence cannot be taken for granted.

Some of the clips tap into nostalgia – naturally Pres fans of a certain age will be happy to see the BBC One clock from around 1975 and hear Roger Maude.

But there is so much more to this. Some of the clips demonstrate the heritage, some demonstrate today’s core BBC output and some even show the kind of things certain “heartland” BBC supporters may not like.

The archive news clips at the beginning serve two good purposes. First they remind us that some have always questioned the need for the BBC. Secondly the abrupt cut – “BORING!!!” – demonstrates the obvious.

Politicians may easily forget that what really matters to the public is whether they enjoy the programmes. You can make as many principled arguments as you like for the BBC’s existence. None of them matter unless people value the programmes and feel they are in some way different to those offered by competitors.

We can all be guilty of taking the BBC for granted.

By only criticising the things we don’t like – or highlighting things which you can reasonably argue could and should be improved – there is a risk of taking the things we do like or which benefit society as a whole for granted.

Sometimes though that criticism or concern – say a moan about part of modern Pres or marketing or a belief someone or something is letting the team down – is actually a sign of love.

In real life, you can say difficult or critical things to your family and close friends which you would never say to a mere acquaintance.

In the same way, some of us may get hot under the collar about relatively minor things concerning the Beeb but would let their equivalents elsewhere go unnoticed.

This promotion totally hits the mark.

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FEATURE IMAGE:

PICTURED: This Is Our BBC promotion. COPYRIGHT: BBC.

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Tags: BBC, BBC 100 Years, Promotional Trails, This Is Our BBC

Dates for the Diary

21st January 2023: BBC Look North (Hull) moves to temporary studio to allow for studio upgrade.

24th January: the first stage of the BBC’s transition to HD-only broadcasting on satellite begins.

- BBC One South HD launches.
- BBC One Northern Ireland and BBC Two Northern Ireland go HD-only.
- BBC One Nightlight will appear on channel 101 on older, SD-only satellite receivers in South England and Northern Ireland. This is an SD-only version of BBC One, with no local programming.
- BBC News SD, CBBC SD and BBC Three SD will migrate to 12422H..

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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