The BBC’s key digital products are performing well, but it needs to further develop its ‘digital first plans’ and look carefully at its resources, according to a new report from the National Audit Office (NAO).
Titled A digital BBC, it points out that the public service broadcaster has a range of apps and websites and in May announced a ‘digital first’ approach focused on audiences who chose to view online.
It has less funding to develop digital products than most major media organisations, with overall spend in the area having fallen from £109 million in 2018-19 to £98 million in 2021-22, and has to maintain its obligations in traditional broadcasting. But its digital products have fared well against those of better funded organisations, with most having achieved their targets.
It now has plans for its digital services to be within at least the top three for UK market share in five years’ time.
The report says the BBC has a solid foundation to deliver its digital first ambitions, but that its digital leadership needs to evolve to deliver the strategy and accelerate growth more effectively. The organisation knows it needs to make improvements and is beginning to provide better information to its executive committee.
Greater personalisation of services is an important element of future plans, with a target for 72% of digital product views coming from signed-in users by 2023. The BBC has made progress in rolling out sign-in to its services, but has not yet produced an overall plan for what personalisation means in practice.
Data risk
In addition, the BBC’s increased use of personal data exposes it to potential reputational risks, if it does not meet best practice in acquiring, storing and securing personal data, and being transparent about its use.
There are plans to invest approximately £50 million extra annually on digital product development by 2025, but the NAO says the there is a lack of detail and the budget for digital first is yet to be finalised. The BBC has taken steps to get greater value for money from its technology spending, but now requires a better understanding of where investment in digital products will have the greatest impact.
It also faces difficulties in recruiting and retaining specialist digital staff, with a high number of vacancies in some areas.
To deal with the pressures, the report recommends that the BBC should develop a realistic, more detailed digital investment plan to support its ambitions, along with new digital leadership and governance structures.
It should also set out how it plans to develop its personalisation strategy, including how it will manage the increased data risks.
Head of the NAO Gareth Davies said: “The BBC faces a number of challenges in developing its digital offering, and its products are performing well compared to other, better-funded, media organisations. Stronger digital leadership structures in particular will enable the BBC to make the improvements it needs to its approach, if it is to maintain this success in a fast moving, global media market.”
