BBC Future Media director Ralph Rivera, in a speech to the BBC’s online staff, says digital media is still basically being used as a distribution medium for old media formats — just like when television first launched and was basically a way of transmitting radio. “The iPlayer, as great as it is, is still television online,” he says.
“I think we are still just scratching the surface of what Internet as a medium is going to be…. How do we combine the creativity of storytellers with the innovation of technologists?”
The answer, he says, is taking a connected, creative “studio” approach. “We are going to have a connected strategy to drive connected experiences, experiences that enable us to take advantage of the medium itself. And we are going to do this within the context of a connected studio.”
He says this is not about experimentation. “It’s about creating experiences.”