Purists would say that to experience Glastonbury is to experience the mud; the camping; the endless queue for the portaloo (as well as the music). However, for music lovers who aren't so 'pure', the BBC's Glastonbury site and BBC three live arena allow audiences to choose how they 'experience' the festival - wellie dread is no more (even diamond studded pairs branded Bassey).
The BBC continues to embrace video integration into their website. The success of the BBC's i-player video-on-demand service demonstrates closer synergies between online and broadcast communications with both channels working seamlessly together, enabling audiences to choose what they watch, at what time, and via their channel of choice.
The BBC's user-centric approach to web development is also demonstrated with their customisable homepage. As a content-rich site, the BBC website attracts audiences who extract what they need from the site, when they want it. By embracing a customisable homepage, the BBC website survives by handing power to the user enabling them to select how they effectively and efficiently reach that relevant content.
This is another example of the pull approach to online communication development that assists in garnering valuable audience loyalty...muddy wellies are a thing of the past.
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