One more from the Beeb

Yesterday I talked about how the BBC is using YouTube as an effective marketing tool by incorporating videos of their radio personalities into their new media mix of blogs, text messaging, podcasts, and website pages. Yes, the BBC has resources far and beyond most radio stations in this country. But their tactics can be used by just about anyone -- because most of these new media resources are free.

The Chris Moyles Show, on BBC Radio 1, generates a goodly amount of videos. And so they've taken the next logical step, which is to create their own YouTube channel. Now there's a single destination where listeners and fans can go to get all of the Moyles' show videos.

Again, this is something just about anyone can do -- but you have to do it right. Take a critical look at the page. It's effectively branded, and as you can see from the ratings, traffic is brisk.

For any station (or any other business, for that matter) that generates more than five videos, having a dedicated channel can be a great way to further focus the message.

You don't need to have a lot of money to survive in this changing media landscape -- just the imagination to take advantage of the opportunities that present themselves. Like the BBC.

- Ralph

Day 47 of the WJMA Web Watch.