On this episode of Inside Content, I had the pleasure of speaking with Tiffany Sinclair from the BBC’s Public Service division. Tiffany leads carriage distribution for automotive, overseeing how BBC products - particularly BBC Sounds - are delivered and integrated into vehicles. Her insights into the BBC’s in-car content strategy were both timely and compelling.
We explored how the in-car experience is evolving rapidly with connected dashboards and new infotainment systems. As Tiffany pointed out, “the BBC reaches just over 18 million people in the car… which represents just over 20%of all BBC Radio hours.” That’s a huge segment of their audience, and it underscores why the automotive space is now a strategic priority for the broadcaster.
Tiffany discussed the BBC’s focus on three pillars: regulation, innovation through joint ventures like Radioplayer, and delivering high-quality products such as BBC Sounds. “We want to make sure that BBC audiences also don't suffer during this shift,” she emphasised, referring to the growing dominance of commercial apps and platforms in connected vehicles.
We also delved into the challenges and opportunities presented by the shift to app-based environments. Tiffany highlighted how the car is starting to mirror the TV space in terms of user expectations, making it vital for BBC content to remain discoverable and prominent. “Audiences will expect pre-installed applications, just like how you would in the TV environment,” she said.
The conversation even touched on the potential for video in cars, with Tiffany noting, “Video in-car is super important… we can see an increased opportunity to distribute iPlayer into vehicles.” While video consumption in cars is still emerging, the BBC is keeping a close eye on the space as autonomous driving and passenger-first design evolve.
From robust audience statistics to reflections on innovation and regulation, Tiffany made it clear: the BBC is not just adapting to change - it’s actively shaping the future of in-car media.
Key Topics Covered:
● Why in-car listening is a strategic priority for the BBC
● The role of regulation and joint ventures in preserving public service media
● Challenges with app-based infotainment systems and securing prominence
● BBC Sounds and its integration in connected dashboards
● The future potential for BBC iPlayer and video content in vehicles
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