The BBC's new teen brand aimed at 12- to 16-year-olds will not attempt to compete with commercial rivals, one of its architects has revealed.
Paul Smith, an adviser to editorial policy on secondment from Children's BBC, said the teen brand was "almost certainly not going to include pop programming".
"There's no point doing that - that is already serviced by the commercial sector. But there are many gaps in that market," he said.
He said the BBC drama department and a variety of independent production companies were developing drama ideas to fit in with the new brand. Its programmes will not be distributed by a single TV or radio station, but will be used as an umbrella for content distributed via various media.
"They will be looking for stuff more like Byker Grove than Grange Hill, which is a CBBC product," said Mr Smith, who said he originated the idea for a teen brand and presented his ideas to the BBC's executive board.
"The brand aims to create stuff that has not been done before and serve this market in ways they have not been served before."
http://media.guardian.co.uk/broadcast/story/0,,1763032,00.html?gusrc=rss
Paul Smith, an adviser to editorial policy on secondment from Children's BBC, said the teen brand was "almost certainly not going to include pop programming".
"There's no point doing that - that is already serviced by the commercial sector. But there are many gaps in that market," he said.
He said the BBC drama department and a variety of independent production companies were developing drama ideas to fit in with the new brand. Its programmes will not be distributed by a single TV or radio station, but will be used as an umbrella for content distributed via various media.
"They will be looking for stuff more like Byker Grove than Grange Hill, which is a CBBC product," said Mr Smith, who said he originated the idea for a teen brand and presented his ideas to the BBC's executive board.
"The brand aims to create stuff that has not been done before and serve this market in ways they have not been served before."
http://media.guardian.co.uk/broadcast/story/0,,1763032,00.html?gusrc=rss