BBC launches EastEnders campaign

And as if by magic…a brand-building trail for EastEnders has appeared. This is a welcome sign that the BBC now recognises the need to get the viewers back to Albert Square.

It can be easy for marketing to overlook the need to promote programmes which are a staple of the schedule.

In a sense it is easy to fall into the trap of thinking they can take care of themselves leaving trails to concentrate on new programmes.

A soap might only get a marketing push if some special episodes were on the way.

In the old days, of course, EastEnders would at least feature on the evening highlights trail and benefit from “pointers” from the announcer.

Hopefully the new promotion is part of a broader strategy to help turn around the show’s ratings.

What we still don’t know, of course, is when regular 30-minute episodes will return.

Equally importantly we cannot lose sight of a basic fact. No matter how good the marketing of the show is what really matters is the script, the storylines and the characters.

Now here’s a little thought – TV production is getting back to normal.

The end of legal Covid restrictions in England mean that the pandemic’s impact on the schedule should finally start to draw to a close even if the “pingdemic” and the need for some extra precautions may prevent a complete return to normality for the moment.

We know that BBC One will be getting a new look when the – er – modified BBC corporate logo is introduced in October. Is it time to make sure the new look fires on all cylinders?

The new look could easily coincide with the launch of a number of new series – a sign that BBC One is back up to full strength.

In 1985, of course, the new globe was part of a relaunch while in 2006 the circles were launched on a day with a strong schedule – an international football match, the return of Strictly and the launch of Robin Hood.

Could the new look be timed to coincide with a strong week including:

• The launch of Strictly.
• A few significant new series.
• The return of full episodes of EastEnders.

Nobody would deny that since last spring the schedules on all channels have at times been threadbare because of Covid restrictions. The emphasis has been placed on keeping news and topical programmes going. Recently things have started to feel more normal again.

A new look and a strong week’s schedule could do a lot to show that the BBC’s major channel was back with a bang.

Time to work a little of that 1985 magic again.

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