大象传媒

The 大象传媒 Trust has concluded that plans to launch dedicated 大象传媒 smartphone applications (Apps), for 大象传媒 News, Sport and iPlayer, do not require further scrutiny through a Public Value Test (PVT).

The decision follows an assessment of the proposals, including the commissioning of independent research into the Apps market. The Trust decided to carry out an assessment of the plans following representations received from the industry earlier this year.

The Trust's assessment looked at the 大象传媒's plans in four areas: the potential impact of the proposed Apps, the financial implications, whether Apps would involve the 大象传媒 in a new area of untested activity, and the duration of the proposed Apps.

Trustees concluded:

On impact, that 大象传媒 Apps were likely have a positive impact on users by providing easier access to online content, but would not provide any new content. In response to industry concerns, the Trust also considered that that there would be some overlap between the 大象传媒 Apps and free Apps, but that impacts may not necessarily be large; particularly as 大象传媒 content was currently available to mobile users through their phone's web browser, that a wide range of high-quality free Apps are already available and that users may choose to access a range of Apps and online content. The degree of overlap with premium or paid Apps was also expected to be lower.

On financial implications, that these were low and not significant. The estimated cost of developing Apps is less than 1% of the current 大象传媒 Online budget – substantially less than the 10% threshold at which specific Trust approval and a change to the 大象传媒 Online service licence may be required.

On novelty, that the 大象传媒 has previously offered web applications on mobile phones, and the Trust did not consider smartphone Apps to be a new area of activity for the 大象传媒.

On duration, that the proposed Apps would in principle be unlimited once launched, meaning that they would be a permanent addition to output.

Considering these factors together Trustees concluded that the Apps would not represent a significant change to the 大象传媒's existing Public Services and that a Public Value Test is therefore not required. The Trust also expects the 大象传媒 to make its Apps available on other operating systems as soon as possible on fair, reasonable and non-discriminatory terms.

大象传媒 Trustee Diane Coyle, who led the review, said:

"The Apps market is rapidly taking off as more people choose to get their news, sport and other online content while they're on the move. The Trust has a duty to represent the interests of licence fee payers, who will increasingly expect to access 大象传媒 content in this way, but also to listen to concerns raised by industry. In this case we have concluded that while the Apps market is developing quickly and we will monitor the launch of 大象传媒 Apps, a PVT is not required."

The Trust's final decision, and independent research by Mediatique, .

Notes to Editors

1. The 大象传媒 Executive announced plans to deliver content via dedicated smartphone Apps, on 17 February 2010
2. Following representations it received from the industry, the 大象传媒 Trust announced on 29 March 2010 that it would be carrying out an assessment of these plans. As a result of this decision, the Trust asked the 大象传媒 Executive to postpone their planned launch of the Apps in April 2010 until it had reached a final conclusion
3. The purpose of the Trust's assessment was to decide whether a Public Value Test (PVT) should be carried out on the mobile Apps plan. A PVT is required for the 大象传媒 to launch a new service or make significant changes to existing 大象传媒 Public Services, and it weighs public value against market impact
4. The Trust has decided following the assessment that a PVT is not required for the 大象传媒 mobile Apps proposals.