BBC iPlayer App Heads Down Under
BBC Worldwide yesterday revealed that they are expanding the reach of their BBC iPlayer ‘app’ (global edition), with details of a new launch for iPad in Australia, and the service also announced a new general manager.
The international app, which is exclusive to Apple’s iPad tablet computer, has already been launched in 11 European countries following the product’s release in late July, with the same service now offered to Australian viewers in a subscription package that will contain over 1,000 hours of current and classic BBC content on-demand at any given time.
Customers will be able to download the app for free, but to access unlimited video on-demand content will require a monthly fee of AU$9.49 (£5.90), or a reduced annual rate of AU$89.99 (£56.10), with the membership giving them the rights to stream content through WiFi or download shows to view offline within its hosting timeframe.
Tony Iffland, the general manager of BBC Worldwide’s Australia division, said of the launch: “The global BBC iPlayer will enable Australian iPad users to access the best of British television, wherever and whenever they want to view it. It is a unique proposition offering a quality, enjoyable and engaging experience for viewers through editorially curated content, rather than catch-up content. The launch of global BBC iPlayer in Australia marks an important step forward for BBC Worldwide Australia’s digital growth and our intention to bring quality British content to audiences in an innovative, creative and easily accessible format.”
BBC took the expansion news as an opportunity to make another announcement, as Matthew Littleford, a former controller at UKTV, has been hired as the general manager of BBC iPlayer’s global service, being promoted from the role of creative director.
Littleford will work under Jana Bennett, BBC Worldwide’s president of channels and iPlayer. Bennett said of the appointment: “Matthew is the perfect choice to lead the global BBC iPlayer through its next journey as we move into the entertainment schedules of digital audiences around the world. With his passion for British television and previous experience running commercial and digital networks we are very lucky to have him managing the service during its pilot phase, as it evolves and becomes available in new markets.”
Littleford himself referenced the recent iPlayer expansion: “This is a really exciting time for the global BBC iPlayer as we continue to evolve, develop and ensure it is what our international audiences want from us. I’m delighted to be taking on overall responsibility as we move from launch phase into roll-out.”
With new staff and a wider audience base to work with, will the BBC iPlayer be as successful overseas as it has in the British Isles?
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[...] Holland, Ireland, Italy, Luxembourg, Portugal, Spain, Sweden and Switzerland, and followed up with expansions in September to Australia and [...]