14 ordspråk av Ashley Highfield

Ashley Highfield

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That was a real insight for us. There has been no real demonstration that the long tail would work in television. Who knows what proportion of overall television consumption the long tail could account for.

It's all about putting the audience in the driving seat.

At any time, you'll be able to download any program from the eight BBC channels and then watch it on your PC and, we hope, move it across to your TV set or down to your mobile phone, to watch it when you want.

Content 360 was a great success in helping the BBC to engage with the wealth of talent from the international new media industry. Congratulations to all those who took part. The winners were those proposals which were innovative in a way that can help the BBC deliver the very best quality services to our audience.

The trick to responding to this change is to get the timing right, and to judge the impact on existing technology,

It's all about coexistence - video didn't kill the radio star, after all.

Tech predictions can go up as well as down

I don't see anyone else easily beating them on the breadth of innovation of what they're doing in trying to... showcase new ways of accessing the broadcast world.

The mindset needs to shift from that of a mass producer and publisher to a much more potent mix of high-quality niche content, and also as a mass aggregator of third-party content,

That transition is not easy for many publishers. For those who get the importance of search and navigation alongside content, the future will be a bit brighter.

Obviously, there is an international commercial opportunity,

There has to be a better scrutiny both in terms of copyright issues and in terms of taste and decency, if only to make sure that no one is breaking any criminal law.

Audience needs are changing -- they want to consume media on their terms, anytime, anyplace, anyhow. If we want to stay relevant in the digital age, the BBC must respond to this challenge by some seriously good technological innovation, resulting in products like iMP, through partnerships such as this one with Microsoft.

Audience expectations have grown. The Internet is a hugely compelling platform for us.

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