BBC investigates on-air promotions
Stephen Brook, advertising correspondent
Friday April 29, 2005
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Casanova: viewers were outraged when a trail for EastEnders ran over its closing credits
The BBC is reviewing its on-air promotions amid fears its aggressive approach may be alienating viewers.
Marketing executives want to know whether the proliferation of BBC services and channels could be more carefully targeted to avoid viewers being overloaded with promotional messages.
"There was a time when it was just BBC1 and BBC2 and now there's a portfolio of channels," a BBC spokeswoman said.
She added the review would examine whether the trails were "really working" for viewers and would determine their effectiveness in "letting the audience know about the content available".
The BBC insisted the time allocated to running trails had not increased recently but admitted the corporation had changed what it promotes.
The introduction of trailers that run during programme credits has proved particularly unpopular with viewers.
Last week a trailer for EastEnders that ran over the closing credits of critically acclaimed costume drama Casanova on BBC1 prompted a flood of complaints.
"I was so angry last night," one viewer wrote on the BBC Points of View website, which carried more than 100 comments on the issue. "I had followed Casanova to its muted and beautiful climax... I was crying as the credits rolled, caught up in the beauty of Venice - and, next thing, I hear Phil [Mitchell]'s boring and infuriating threats and stupidity."
The BBC quickly apologised to viewers, saying it always tried to use appropriate trails "to inform viewers of other BBC content that may be of interest to them".
"However, we realise the tone of the EastEnders trail was not in keeping with the closing moments of Casanova. This was an error of judgment and we hope it did not affect anyone's enjoyment of the final moments of this fantastic drama," the BBC said in a statement.
Doctor Who fans have also complained about the way the series has been promoted.
Many protested that a cliffhanger in one show was ruined by a trailer for the next episode shown immediately afterwards.
On-screen trails for television programmes have become vital to networks wanting to promote their digital channels.
The BBC review will consider the best times to promote programmes and which shows should be promoted.
The corporation is also considering running different trails for terrestrial and digital viewers.
The success of Freeview can by attributed partly to the BBC's constant promotion of the digital service, while BBC3 and BBC4 have benefited from being advertised to BBC1's mass audiences.
The instant success of ITV2 and ITV3 is in part a result of their being trailed on ITV1. Meanwhile, digital channels such as Sky One, which are not linked to a terrestrial channel, have suffered.
The review has been delayed by personnel changes at the BBC, not least the appointment of Tim Davie, poached from Pepsi-Cola at the start of March to run the BBC's marketing.
Jane Scott, formerly the controller of TV marketing, started the review before she left for Five last month.
It is now expected to be headed by Helen Kelly, the deputy marketing director, who will return from maternity leave next week.
The issue of BBC trails ignited when Andy Duncan, now the head of Channel 4, was the BBCs' marketing chief.
Mr Duncan changed the policy three years ago after viewers complained the BBC channels were becoming cluttered with adverts.
He devised a policy of "fewer, bigger better" trails, concentrating on a small number of major programmes, such as Spooks, that were heavily promoted.
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