BBC regulator, The BBC Trust, has approved the public broadcaster's plans for a range of smartphone applications. Having reviewed the proposed apps, the Trust decided that a further Public Value Test was not necessary. Initially planned for an April 2010 release, the BBC Trust delayed the launch while it reviewed the apps at the request of commercial publishers and broadcasters.
The BBC Trust examined four key areas when assessing the applications. It looked at:
- Impact - on users and also commercial broadcasters and news organisations.
- Duration - whether the applications would become a permanent service.
- Financial implications - on the BBC Online budget
- Novelty - whether the apps fell under the remit of existing online services or offered something new.
The first application, BBC News, has now launched. A BBC Sport app will follow shortly. The third application, BBC iPlayer, a mobile version of its VoD and radio catch-up service, is planned for later this year. First released for Apple's iPhone, the applications will also be developed for other mobile operating systems.
Analysis
A wide range of free news and sports applications is already available on Apple's App Store, including those from rival UK broadcasters BSkyB and ITV. In its decision, the trust acknowledges that lack of advertising on the BBC apps may make them more attractive to users. But given the number of apps available and the BBC's late market-entry the BBC Trust believes this should not give the BBC an unfair advantage.
The BBC already offers iPhone and mobile optimised versions of its news and sports sites and iPlayer (currently only available for iPhone over Wi-Fi). Screen Digest believes the BBC Trust's assertion that, by offering mobile applications, the broadcaster is not deviating from its already established online service agreement.
The BBC's smartphone applications offer another way of distributing and accessing mobile content online that should be viewed as part of, rather than distinct from, the wider mobile internet.
The BBC will need to quickly roll-out its app offering to other mobile operating systems (OS) lest it be accused of favouring a particular manufacturer or OS.
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