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BBC Scotland: New BBC Scotland Channel Positioning


Objective:

  • To develop research findings into core strategy territory for the proposed new channel by utilising insights, benefits, RTB and USP elements: delivered overall strategic positioning linked with example/reflective programming content

Approach:

  • Day-long workshop session with senior Heads of BBC Scotland as result of initial research findings on existing response to BBC Scotland programming/prognosis for a new channel
  • Second session with internal senior channel team to create and refine the broad territories to test amongst audiences to ultimately deliver the richest and most credible positioning for the new channel

Outcome:

Key insight identified and template positioning strategy devised, in alignment with content and audience focus