creative archive the bbc’s open content initiative paul gerhardt [email protected]
TRANSCRIPT
Creative Archive: the proposition
Free access to selected content for learning, for creativity and for pleasure.
• search for legally cleared TV and radio content – from extracts to whole programmes
• preview and download • modify and create their own versions• share with others – and with the BBC–
on a non-commercial basis
From home, members of the public will be able to:
Why?• BBC is currently required to
provide some limited access to archives for licence fee payers
• new Charter: Building Public Value, proposals for building digital Britain
• sound archive: one of world’s largest. 2m items. 300,000 hours
• TV archive: major cultural resource. 1.5m items. 600,000 hours
• Photo stills. 4m items.• 1000 hours of TV added every
month
Growing demand
More than half of online teams are content creators, according to Pew Internet and American Life Institute:
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Perpetuity
Category 1
Category 2
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PS on-demand window Commercial on-demand window
Public Service and Commercial Boundary for on-demand: in-house commissions
Comedy, Drama, Landmark & popular factualChildrens,Arts,Docs,factual, Ents, Sport, Music
News,Current affairs,ReligionNon-exploitable speech radio
Holdback (TV only)
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NB: (a) No changes to linear (eg holdback to UKTV) and off-line activities (eg DVD sales) (b) Indies can commercially exploit from Day 8
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TimeNOT TO SCALE
Commercial has guaranteed minimum periods for exploitation. At end of minimum period, assessment made on a programme-by-programme basiswhether to extend commercial window or for PS to buy out rights into perpetuity based on whether a trigger point of declining commercial value has been reached;
Public Service and Commercial Boundary for on-demand: in-house commissions
Meeting the challenge
Unique concept - few precedents - major challenges
Main stakeholders:
• BBC• Opinion formers• Users• Rights owners• Market players
5 key steps towards winning support and reaching objective
Step 1: Meet a strategic need
We pitched the Creative Archive as a way for the BBC to reach new audiences, and to meet the Media Literacy agenda.
Outcomes:• Announcement at Edinburgh TV Festival.• Inclusion in Charter Review Strategy.
Important for: BBC. Opinion formers.
Step 2: Commit to transparency
We announced that CA concept will be tested through a Pilot, tracking all successes and failures.
Outcome:
• 18 month pilot funded.
• Communication site set up: http://creativearchive.bbc.co.uk
Important for: Rights holders. Users. Market players.
Step 3: Be open to consultation
We announced that whole pilot process is an open dialogue.
Outcome: • Advisory Panel set up• Draft CA User Licence• Regular consultations
Important for: Market players. Rights owners.
Step 4: Set clear boundaries
We established with stakeholders the limits to the pilot.
Outcome: • Restricted to factual genres.• Introduction of user registration.• Sub-commercial resolution levels. (Mpeg1)• Trialling of invisible watermarking.• Public Value Test
Important for: Rights owners. Market players.
Step 5: Share everything
The BBC identified Creative Archive as a public value partnership.
Outcomes: • Creative Archive Licence Group launched• Reduced BBC branding• Draft user licence shared• Commitment to building a National Creative Archive
Important for: BBC. Opinion formers. Users. Rights owners. Market players.
Visiona Creative Archive for the nation, drawing on moving images, stills and sound content from a range of public and commercial sources
Founding members:
BBCChannel 4bfiOUTeachers’ TVCommunity ChannelMuseums, Libraries & Archives (MLA)
Public Value:home use/learning/creative applications
Commercial Value:Wider publicity/profile“Upgrade path”/commercial licensing/investment opportunities
The rights offer
• Underlying rights will be properly licensed• BBC is budgeting a commitment• Pilot phase outcome will be shared with rights
groups• Invitations to join the Advisory Panel• Objective is to secure blanket agreements
BBC pilot campaigns
August 2005
Oct 2006Radio 1 superstar vj
Open News Archive
postcards from planet earth
Where I Live LearnXpress(Schools)
Research
1%0%
1%2%
9%
12%
22%
24%
14%15%
0%
5%
10%
15%
20%
25%
30%
1 2 3 4 5 6 7 8 9 10
Superstar VJs
Open News Archive
Average Score: 7.5Total % scored 1-4: 4%Total % scored 8-10: 53%
To what extent do you feel this service is ‘distinctive’ and ‘different’?
PV MethodologyValue for
Money and Cost
Fit with BBC Purposes
Impact ReachQuality and
Distinctiveness
2 3 4 51
Net Public Value
Public Value
MI Methodology
Economic Value Crowding OutEconomic Value Crowding Out
Purpose alignment and Q / D hurdle
Public Value (VFM) hurdle
Full PVTHurdle (PV and MI)
Assessment against alternative BBC investment options
Service Assessment
Assessment against alternative BBC investment options
Service Assessment
Firsthurdle
Secondhurdle
Thirdhurdle
Public Value Assessment
(PVA)
The Public Value Test framework
Market Impact
Market ImpactAssessment
(MIA)
Public Value Test (PVT)