Fans of Gavin and Stacey, Little Britain and Don’t Tell The Bride will have to go somewhere else now for their fix of comedy gold, as BBC Three broadcast its final night on TV on 31st of March 2016 – almost a year ago .
On Tuesday 16th February 2016, the Beeb’s youth channel became an online only entity, available via the channel’s website and the BBC iPlayer.
The move, which was first proposed in 2014 and approved by the BBC Trust in November, follows the steady increase in the number of 16-24 year olds streaming shows and watching television online either though Smart TVs or devices.
The BBC Trust said there was “clear public value in moving BBC Three online, as independent evidence shows younger audiences are watching more online and watching less linear TV”. Not only that, but it’s also set to save the corporation £30m.
On Monday night, the final programme aired was a repeat of the first ever episode of Gavin and Stacey. How nostalgic!
It’s just another one of the ways we consume content – and live our lives in general – is changing.
A few years ago, you wouldn’t have dreamed of an “online only” TV channel. In 2016, they’re growing in popularity every day. In fact, you’d be hard pushed to find someone who didn’t have a subscription to Netflix, Apple TV, Now TV or Amazon Prime TV.
But this is about more than the Beeb modernising their offering (or trying to cut costs, as many skeptics have said.)
The BBC have taken the time to understand their customer avatar. They’ve studied their behaviours, habits, wants, needs and expectations. They have identified that their audience is changing, and that – if BBC Three was to survive – they needed to change too. As they say, a change is as good as a holiday!
You see, back when we started out in business, we would have had a clear idea of who our ideal customer was.
But in those years and months since we started out, our customers have changed. It may be in a big way, it may be in a small way, however if you look closely, you’ll see some key and important differences in their behaviours, habits, wants, needs and expectations. I am currently working on 3 key avatars for our target audience, so that we can also change and move with the times!
Ask yourself this – Are you still meeting your customer needs? Does your offering meet their expectations? Does it suit their shopping behaviour?
You don’t need to make a drastic change like the BBC, but there may very well be a number of ways in which you can adapt to your customers. Like they’ve adapted.
It’s something I’m going to make a conscious effort to do in 2017. Will you be joining me?
Chat again soon!