BBC to Begin Marketing Strategy Review

In the UK, the BBC is conducting a 20 week review of its marketing strategy across its TV, radio and digital services, but would not comment on whether job cuts would be made as a result.

The review is led by Sharon Baylay, who heads a team of 496 staff responsible for marketing, communications and audience research and audience services (MC&A) across the BBC.

It has been initiated as part of the strategic review ordered by the BBC Director General, Mark Thompson, which reports say could result in major changes to the size and shape of the organisation. Additionally, it will examine future marketing requirements.

Baylay comments: 'This is an opportune moment to review how and what marketing delivers to the BBC and its audience. This review supports the work being done across the corporation as part of the strategic review and will ensure that we deliver a clear and compelling vision for marketing in the future.'

Last year, it was reported that The BBC would be cutting £20m from the budget of its £100m MC&A division.

Web site: www.bbc.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.