Marketing mix of BBC

British Broadcasting Corporation (BBC) is a huge name in the broadcasting arena since
the early 20’s. John Reith founded the company on October 18, 1922. BBC is the largest
broadcaster in the world today and has employee strength of 35, 402 including part-
time, flexible, and fixed contract staff. To start with, the company was established as a
private company, but a lack of sustainable funds forced it to reorganise itself as a public
corporation. Though operating for public service, there are some elements that do
operate for profits. All organizations making use of the news from BBC are required to
pay an annual fee. It is also known as BBC World Service outside of home country
Britain. BBC’s most prominent competitor is America’s Cable News Network (CNN).

Product in the Marketing Mix of BBC :

 BBC Television
 BBC Radio
 News Group
 Future Media
 BBC North Group
 Finance and Business
 BBC Trust
 BBC Studios and Post Production

The divisions run different programs and services within each of the above categories.
The television division manages the television channels and programs therein. The
Finance and Business division is however made to manage the corporation’s finances,
business plans and license fee collection. The BBC Trust is also a separate group for
managing the operations and departments of the company. BBC Studios and Post
Production manage the company’s studios which are also leased to outsiders.

Place in the Marketing Mix of BBC :

BBC headquarters is located in London. It houses most of its radio channels and also
BBC News., BBC is in the process of making more programs outside London. The
BBC North Project is initiated to achieve this goal, and there are plans to have
production centres in Cardiff, Belfast, Glasgow, and Great Manchester. BBC Northern
Ireland is a division outside of Britain. It manages two TV channels- BBC one and
BBC two. It also manages two radio stations.

Price in the Marketing Mix of BBC :

BBC works on a licensing system. A person must be covered by a license if he watches
live TV while it is being broadcast in the UK. The license fee is fixed at 145.50 pounds
until 2017.

BBC is a universal broadcaster committed to public service by providing programs that

inform, educate and entertain people yet it also needs to invest money in creativity,
innovation, and R&D. As such, the license fee system is in the overall interest of the
public. For 40 inch per day, every household in the UK has access to 8 network TV
channels, 10 national radio services and various online services.

Promotions in the Marketing Mix of BBC :

BBC is not allowed to carry out advertising on its public services. This has been done
so that the broadcaster is kept independent of commercial interests.

However, BBC world, for example, indulges in online marketing tactics like SEO and
data analysis to keep websites like BBC Good Food on top of the game. At the same
time, it also invests in majorly creative BTL advertising and some of ATL advertising.
Above is a beautiful ad from the campaign – BBC World now in America. This
campaign showcased the responsibility of news channel to cover a story from both
sides.