The BBC has dropped the role of multi-platform commissioner in favour of a more integrated approach as part of its online overhaul.
All multi-platform commissions will instead be handled by the relevant channel and genre heads.
The move is part of the BBC’s online strategy revision, announced in January, which outlined ten main product categories as the broadcaster’s future focus (nma 27 January 2011).
Head of TV and iPlayer Victoria Jaye said, “All creative discussions are had as part of the existing TV channel/genre process and there’s no longer any separate online or multi-platform commissioning/commissioners in Vision.”
The move signals the contrast in the digital strategies of the commercial broadcasters, which have heads of multi-platform commissioning to oversee all genre commissioners.
BBC Vision recently lost its head of multi-platform production Richard Williams to ITV, which has undergone a major senior management restructuring to ensure added focus on multi-platform strategy (nma.co.uk 18 February 2011).
His remit is to work closely with the ITV commissioning team and help shape the broadcaster’s digital consumer proposition to increase audience engagement.
Meanwhile, Channel 4 has finalised its own multi-platform commissioners, led by head of multi-platform commissioning Louise Brown who has returned from maternity leave (nma.co.uk 21 March 2011).