Wednesday, 28 January 2009

BBC is ADVERTISING...ummmm

Flick on Radio1 and its not long before you hear something along the lines of 'I was at Sainsburys the other day...' and then a producer interjects with 'other supermarkets are available.

There has been furore over the BBC's stance on not televising an appeal for Gaza. This they say is due to impartiality issues.

Now the Mashup learns that the BBC has launched a travel portal linking to Lonely Planet and will feature 3 'editorially selected' news items.

"The BBC.com travel module will appear on the BBC home page for users outside the UK from today and will provide access to the destination pages from the Lonely Planet website and a picture gallery for inspiration on places to travel."

This is a great coup for Lonely Planet as it will be linked to from one of the most well known brands in the world.

This move by BBC online may be an indication of their future plans to monetise (cash in on) their readership. That said, this is a bold move by such a highly regarded corporation and it is not only innovative but shows that they can embrace the specialities of niche companies (Lonley Planet).

The winner in this partneship can only really be Lonely Planet.

Mashup out.
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Paul Seys said...

Not sure if you were aware but the BBC pretty much owns Lonely Planet so its not actually as much of a 'mashup' partnership as you might first think.

"In October of that year (2007), BBC Worldwide acquired a 75% share in Lonely Planet, pledging to uphold Lonely Planet's commitment to independent travel, trustworthy advice and editorial independence.

BBC Worldwide is the main commercial arm, and a wholly owned subsidiary of, the British Broadcasting Corporation (BBC)."

BBC Worldwide isn't answerable to license fee payers and is a fully commercial organisation and has multiple revenue streams, including advertising. Back in January (2009) I watched BBC World News in France and it contained regular ad breaks. Take a look at BBC Magazines for another example of the commercial arm of the BBC e.g. http://www.bbcgoodfood.com/

Advertising a plenty... and thats within the UK.