Tuesday, July 12, 2005

CBBC multichannel strategy for children

Alison Sharman, the recently installed controller of CBBC, sees CBBC as the "vanguard" of the digital revolution:"The phenomenal success of the iPod demonstrates to me some important general themes about the way media consumption is evolving.
It is going personal, mobile and, most important, on-demand," she said. Sharman added that we are in an age where viewers increasingly take what they want, when they want it.
"And this genuinely revolutionary change in the consumption of content means that we must take a long, hard look at how we currently go about providing that content; how we schedule; and how we distribute it. It is not enough just to upgrade what we currently do, we need a whole new operating system, a new way of thinking about and executing content creation and delivery. We need - in many ways - to redefine what we mean by broadcasting," she said.


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