BBC launch iPlayer campaign to attract younger viewers

The BBC has launched a marketing campaign in a bid to change the way younger viewers use iPlayer.

The spot ‘Wasted on Some’ features many of the BBC’s most recognisable actors and comedians. Dressed in disguise these famous faces pose as uptight characters, who miss the point of their own shows.

The three 60 second spots feature Peaky Blinders’ stars Katie Phillips and Aimee Ffion-Edward, who portray an uptight couple. The pair feel let down by the BBC, as the drama they were watching turned out to be about murderers from Birmingham and not curious neighbours.

‘Meet the Parkers’ features What We Do in the Shadows actress Natasia Demetrious and Ghosts star Keill Smith-Bynoe. The couple think the BBC is obsessed with horrifying their viewers.

Meanwhile, Guz Khan stars as an aristocrat who is all for comedy. However, not when it’s at the expense of the English language.

Kerry Moss, portfolio head of marketing for BBC iPlayer, said: “With ‘Wasted on Some’ we wanted to show younger audiences that BBC iPlayer has incredible content made with them in mind. We were thrilled to be able to bring together incredible talent to create these hilarious caricatures.”

The TV campaign will also run across cinemas, social, digital and print.

The new ad campaign brings a fresh look to BBC’s iPlayer. This comes at a time when it faces pressure from other streaming channels such as Netflix and Amazon Prime. Just last week culture secretary Nicky Morgan told MPs she was ‘open-minded’ about scrapping the BBC license fee and would look at a Netflix-style subscription service.

As the use of streaming channels is on the up, this is an interesting move on behalf of the broadcaster as it looks to secure its future with younger viewers. Alongside the campaign, the BBC is also looking to revamp its streaming service. The most notable change being that shows will be made available for up to a year, rather than 30 days.

We’ll be keeping an eye on the iPlayer service to see how it develops over the coming months and how it deals with the change in which people consume TV.

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