DE Conferentie 2004 Paul Gerhardt

BBC Creative Archive

Paul Gerhardt(paul.gerhardt@bbc.co.uk)

BBC TV & Radio Archives One of the largest sound archives in the world,

holding a selection of material from five national radio networks, the World Service and over 30 BBC local radio stations.  This covers drama, music, news, actuality, light entertainment, sport, documentaries and more.750,000 items300,000 hours

The Television Archive: a major public cultural resource.  1,500,000 items600,000 hours

Free access to BBC content for learning, for creativity, for pleasure.

From home, members of the public will be able to:

Search for legally cleared TV and radio content – from extracts to whole programmes (“I want my favourite bits”)

Preview and download

Create their own versions (“I can make something….”)

Share with others – and with the BBC – on a non-commercial basis (“Look what I’ve made”)

Overview

The Licence…

Development of a BBC version of the “Creative Commons” licence (www.creativecommons.org)

Free to own and use but:

No BBC distribution outside UK No commercial use No undermining of editorial integrity

The Big Picture: A Creative Archive for audiences

“Look at what I’ve made.”

“I can make something cool

from these bits.”

“Now I want just my favourite bits.”

“I want to watch something like that programme from the other night.”

“I’ve saved that great programme from last night to watch again.”

“I have a collection of great programmes.”

“Watch these with me.”

“That was a great programme.”

Creative Archive

Catch-up!

Retrieve!

Create!

Share!

Why?

UK public have already paid for this content through the Licence Fee

We believe this will support the UK as a creative society in the digital age.

The public funding and public service values of the BBC mean that we are uniquely placed to take the lead in this initiative

Assumptions That a new generation of media consumers

are interested in the creative application of new technology;

that unlocking the value of the BBC’s programme archive will prove popular with Licence Fee payers;

that the creation of a public “creative domain” of legally accessible audio visual material will be able to co-exist with existing and future commercial markets;

Assumptions (cont’d) that the establishment of the Creative Archive

will not substantially increase the volume of illegal copying and downloading of BBC content;

that the new licence arrangement will be broadly welcomed and respected by users.

that we will be able to demonstrate the public value and benefits of this approach to other stakeholders and rights holders in BBC content;

that we will only be able to test these assumptions in the field.

Audience Need: initial consumer research

The Creative Archive idea is attractive: 77% of broadband users and imminent sign ups are likely to visit the site, with 54% downloading clips and 17% uploading their own creations back to the site. Interest was particularly strong from 15-34 year olds, females, lower income households, and those studying or working in education

Key attractions are around creativity, community and learning: 51% said it would “give me ideas”; 45% would enjoy looking at other people’s work; 10% said it would help with studying

The BBC is the natural provider: 66% expressed interest if offered by the BBC (versus 64% by the British Library, 52% by Channel 4, 42% by Sky and 20% by AOL). 56% said it would make them feel more positive about the BBC if made available free of charge

Our approach will be based on three principles, all based on partnerships with audiences and with the industry :

1. Joint development of the service with the audience. We will use a Pull Through business model so that users will help us to efficiently organise content, and define priorities for digitisation.

2. Piloting and a phased roll-out to understand and refine the service and minimise risk, including further research to understand the audience Need.

3. Transparency with the rest of the industry, and a commitment to Partnerships with other broadcasters and national collections to deliver the best service for the user.

This is a BBC initiative; not necessarily a wholly owned,BBC branded service.

“We want to work in partnership with other broadcasters and public sector organisations to create a public and legal domain of audio visual material for the benefit of everyone in the UK”

Approach

Our Vision By 2010 the BBC will have pioneered the

creation of substantial national archive of audio visual material in a publicly accessible domain, supplying a new generation of media consumers with the content and tools to express their creativity and share their knowledge. The assets of this national archive will be supplied and managed by a range of public and commercial organisations within a framework which both encourages free access and respects intellectual property rights.

Building the creative domain

Radio and TVin the creative domain

Other broad-casters and

archives

Other broad-casters and

archives

Other broad-casters and

archives

BBC

Implementation

Therefore, to test these assumptions the BBC will:

launch, maintain and fully evaluate a twelve to eighteen month “trial phase” of the Creative Archive;

work closely with other stakeholders and industry bodies to share the technology plans, the implementation plans and the evaluation of the trial phase.

Creative Archive: Content options for pilot phase

Content drawn from:

Primary user groups:

Nature Environmentalists/wildlife

Science/technology Teachers/students

BBC Parliament Politics/citizenship

Local news Local historians

History Amateur historians

Archaeology Local historians/amateur archaeologists

Single docs Media studies

Classical music Music file sharers

Criteria:

Stimulating

Surprise value

In demand

Supportive key presenters

Clearable

Signed off by editorial policy

Supported by programme department

Approach: using audience pull to leverage rights

1. Nature in 2004 ?

2. Science in 2005 ?

4. Sports in 2007 ?

5. Drama in 2008 ?

Low

High

Low High

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Perceived breadth of appeal to wider publicPerceived breadth of appeal to wider public

3. News in 2006 ?

Radio/TV

Timetable

Early 2005

July 2005

April 2006

?

Start of pilot

Mid term review

Full term review

New BBC CharterStart of full service