Market Segmentation

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Market Segmentation
- Profiles - TV Consumption Drivers -
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55 (26m) UK Population
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Drivers Potential Triggers

• BBC Editorial Content
• News A/V Console
• Blogs
• Rating Recommendation system
• Internal External links system
• CBBC Cbeebies content, reviews, search

• User Contribution
• Voting
• 2-Way News
• Blogs

• Local Involvement
• Where I Live
• Coast

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Drivers Potential Triggers

• Entertainment Online For Self Family
• iMP, IP Multicasting, Video Nation, PIPs
• Video Nation, Music for All
• Interactive elements voting, commenting, Rating
• CBBC Cbeebies

• Development Online For Self Family
• Skillswise
• CBBC Cbeebies

• Guidance
• Rating Recommendation system
• Internal External links system

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Drivers Potential Triggers

• Entertainment Online
• iMP
• IP Multicasting
• Music for All
• Factual Landmarks

• Navigation Guidance
• Media/AV Search
• PIPs, Digital Programme Guides

• Learning Development
• Skillswise
• The Knowledge Zone
• Blast Media Literacy

• Local Perspective
• Interactive storytelling, Video Nation, Voices
• Local sports database

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Drivers Potential Triggers

• Local Perspective
• Where I Live
• Digital storytelling
• Voices

• Guidance Direction
• Internal External Links System
• Rating Recommendation system
• Stapler

• Support Traditional Media
• PIPs
• Radio Player

• Personalisation
• Homepage
• My BBC Radio Music

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Drivers Potential Triggers

• Entertainment Development
• Online for Self Kids
• CCBC Cbeebies Search Kids Reviews
• iMP
• Music for all
• Digital Curriculum
• Local Sports Database

• Ease of Use
• Personalised Homepage

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Drivers Potential Triggers

• Tech Savvy Interested
• Backstage.bbc.co.uk
• Blogs, Wikis
• iMP, Creatve Archive

• Entertainment Online
• iMP
• IP Multicasting, Radio Player
• Digital Storytelling

• Expectation
• Personalised homepage, Member Pages
• Rating System
• My News Name

• Lifestage
• iCan

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Drivers Potential Triggers
Not interested nor comfortable with technology

• Up to date with News

TV Over IP
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Drivers Potential Triggers
Tech Interested
Safe Online Environment
Training Free Access

• Information on Hobbies

Childrens Content
In-depth Coverage
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Drivers Potential Triggers
Step by step training
Breadth of content
Information on Hobbies and interests

• In-depth coverage of current affairs

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- Profiles - TV Consumption Drivers -