At BBC, the business model that we follow is a licensing model wherein we license our brands or properties to a third party company who will develop, produce and sell the licensed products for a certain period. We receive a portion of the sales as royalties from the third party company (ie, licensee). We are always on lookout for licensees who have the desired capability to develop and produce quality products and proven distribution network to reach consumers, both of them being immensely essential for a successful licensing programme.
In some cases, we also grant the license to the retailers directly. For instance, we can refer to our cosmetic products that we license to the Boots in the UK. Direct to retail deals guarantee retailer’s commitment to the brand in terms of sales space and exposures.
Action at BBC Worldwide
TV series is the key driver to build the brand momentum in the market while all encompassing merchandising programme, built on the entertaining values of TV show on products, extend the life of the brand. It is important that the products carry the key brand elements from the TV show – glamorous, high quality and beautiful. Now, we see fashionable party dresses, glittering make up line, stunning live tour, branded dance-fitness classes, books and video launched into the market.
“Dancing with the Stars” is a glamorous, exciting and thrilling entertainment show. It is based on the format of the hugely successful British TV series “Strictly Come Dancing”, which has been airing on BBC channel since 2004. The format has been licensed in 27 different countries across 6 continents. Co-produced with leading local TV broadcasters, the show attracted about quarter of a billion viewers last year globally.
BBC Worldwide Limited is the main commercial arm and a wholly owned subsidiary of the British Broadcasting Corporation (BBC). The company exists to maximise the value of the BBC’s assets for the benefit of the licence fee payer and invest in public service programming in return for rights.
“Dancing with the Stars” (DWTS) has become an international phenomenon. The Guinness Book of World Records 2010 recently announced that DWTS is officially the world’s most successful reality TV format based on format sales, viewing figures and spin-off shows. The format was also named as the most watched entertainment show in the world by trade publication, Television Business International.
DWTS has been sold to over 35 countries internationally, and continues to be the BBC Worldwide’s most successful current format. It has aired in all significant markets including Israel, Vietnam, New Zealand, Poland and South Africa. DWTS opened its 11th season in the last week of September in the US, as Monday’s No.1 TV show among young adults. Dominating its 2-hour time slot, DWTS topped its nearest competition (CBS’ comedy block) by 10.0 million viewers and by 28 per cent adults aged 18-49.
Success factors
Local adaption is one of the underlying success factors for the show which has seen its ratings and popularity gaining strength year on year. ABC is airing the 11th season with the biggest group of audience ever, while Sony TV Channel will shortly kick off the 4th season in India. DWTS is aired on “ABC” in the United States, and “CTV” in Canada.
Going forward, we aim to further capture the brand potential at retail by expanding product range and replicate the UK merchandise programme in India.
It is desirable to work with those partners that have the capability to develop and produce quality products. The partners should have an efficient distribution network to reach consumers. Innovative product ideas are essential for the brand success. It’s best to avoid character slapping on existing products which will damage the brand image. Brand fit is important. Being a licensor, we have to be selective in choosing a right partner for the brand.
Indian connect
In India, the last season of “Jhalak Dikhla Ja”, the Indian format of DWTS, was won by the famous Indian footballer Baichung Bhutia. This year will see a series of branded products including adult evening dresses, children’s party dresses, cosmetic products and calendars launched in the UK. The show has also been extended to BBC books, CDs and workout DVDs.
We are looking for merchandise licensing opportunities in India, especially in the areas of apparel, accessories, toiletries/ cosmetics and fitness classes to meet the demand of the fans who would like to further their enjoyment of the brand beyond TV.
Indian exuberance unplugged
Of course, the Indian version has been extensively re-modelled to make it appealing to the country’s viewers. The dances are typically more exuberant than its sister programmes around the world, owing to India’s unique Bollywood traditions. We are working with Sony to bring some extremely popular Bollywood and TV celebrities to the new series. The excitement is palpable and the season promises to be interesting, different and will continue the ongoing success of the international format.
Myleeta Aga, General Manager & Creative Head, BBC Worldwide Productions India
The author is Senior Publishing and Licensing Manager at BBC Worldwide Asia.
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