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Building the BBC online
The BBC has fantastic brands coming out of its ears. The name itself is among the best-known in the world, and in its programmes it has a big bag of brands to die for. Most of these programmes remain commercially under-exploited. Ironically, Aunty Beeb is getting the chance to exploit them in one of the few places where the success of the BBC brand is not assured: on the web. Will the lack of a direct transactional relationship with its existing customers make the switch to online broadcasting a tough one for the BBC?
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