Our portfolio includes an array of franchise and genre brands, both established and new.
Jackie Lee-Joe, Chief Marketing Officer for BBC Worldwide, is responsible for leading the development and growth of these brands to ensure they continue to be competitive in increasingly crowded markets and delight our global audience.
Established brands include the world-renowned entertainment format Dancing with the Stars, the international version of the UK’s Strictly Come Dancing. Over 50 local format versions of the hit show have been commissioned, including in South Africa, India, New Zealand, Italy, USA and Columbia where the first 55 week run of the series has recently launched. In some countries, local broadcasters produce the format, while in the USA, France and India our local production houses produce the show. Every year BBC Worldwide hosts a Dancing with the Stars Creative Exchange in London, bringing together our international producers to share ideas, successes and innovations for this evergreen format.
We also oversee the global roll-out of Top Gear, from the latest series featuring the all new presenting line-up helmed by Chris Evans and Matt Le Blanc, to local versions in China, the USA, France, Italy and South Korea.
Engaging global audiences with the Doctor, his companion and his nemeses across time and space is a continuing priority for our business. Over the past few years we’ve supported this commitment with a host of activity to including the first ever Doctor Who global publicity tour to celebrate the arrival of the incumbent Doctor, Peter Capaldi, in 2014. We visited seven cities in 12 days, hosting a wealth of events with fans from London, Seoul, Sydney, New York, Mexico City and Rio de Janeiro. Meanwhile, 2015 saw us host the first ever Doctor Who Festivals in London and Sydney. The brand continues to go from strength to strength, with the most recent series drawing record audiences in the USA and Canada.
Back in October 2013, we announced a new strategy that included plans to launch three new genre channels, focused on delivering the very best of British drama, factual and factual entertainment: three genres the BBC is respected and renowned for. BBC First (scripted drama) debuted in Australia in August 2014 and subsequent launches included South Africa and the Nordics. BBC Earth (factual) and BBC Brit (factual entertainment) followed suit at the start of 2015 with key launch markets also including the Nordics, South Africa, Poland and Latin America. Since the roll-out commenced, 12 of our 33 international channel feeds now carry the genre brands. These new channels sit within our wider portfolio which includes CBeebies, BBC AMERICA, our joint venture with AMC Networks, UKTV in which we have a fifty percent ownership along with Scripps Interactive Inc., BBC Entertainment, BBC Knowledge, BBC Lifestyle, BBC HD, BBC Canada and BBC Kids.
BBC Earth is our leading factual brand and the proud winner of the acclaimed Webby Award, which has been awarded to BBC Earth’s Instagram account for the past two years. The brand currently reaches over 6m people on its global social platforms. In 2016 alone we have launched two new live experience: Frozen Planet: Face to Face at SEA LIFE London Aquarium, an interactive walk through experience that invites visitors to follow in the footsteps of the BBC’s intrepid natural history film crews. Additionally, a new cruise partnership with Holland America is bringing BBC Earth content - including groundbreaking concerts, films, shows and children’s activities - to Holland America’s fleet of premium ships. Giant screen films continue to be a strong area of growth for the BBC Earth brand; we celebrated two award wins from the Giant Screen Cinema Association and our third giant screen film release, Wild Africa, has had a great reception from museums and audiences.