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BBC 'spend £10,000,000' promoting new app so 'everyone hears about it 16.7 times'

The BBC iPlayer Radio app is being killed off, and in its place is all-new Sounds (BBC)
The BBC iPlayer Radio app is being killed off, and in its place is all-new Sounds (BBC)

The BBC are spending a fortune to publicise the new Sounds audio app.

The app is described as the BBC’s biggest project since the iPlayer.

An estimated £3,000,000 is being splurged by the BBC to promote the audio app and, according to the Times, a further £7.65 million will be spent next year.

Billboards, adverts in cinemas, stunts including turning the London Eye into the London ‘Ear’ and free headphones for early users have all been paid for with licence-fee cash.

BBC Sounds will replace BBC iPlayer Radio and aims to tie the BBC in with the podcast revolution.

Although BBC Sounds was initially launched in June, the promotion campaign will kick into full swing this week.

The campaign has three stages, to establish fame, build understanding and finally, to drive habit. By the close of the campaign the BBC hope that the average Brit will have been exposed to an average of 16.7 separate references to the BBC Sounds app.

The BBC are trying to entice young listeners with a £10m app launch
The BBC are trying to entice young listeners with a £10m app launch

James Purnell, director of radio and education, said: “We do serve younger people less well than older people and we have to do more for them.”

The app aims to offer all BBC Audio at users’ fingertips.

Social media influencers and celebrities such as Olly Murs have been roped in to entice young users.

The old BBC iPlayer Radio app was used by just 3% of people under the age of 35 each week, leading to fears about the future of BBC Radio.

Purnell previous admitted: “If we keep it exactly as it has been, in 10 or 20 years time we won’t have the brilliant BBC radio that we have today.”