This is BBC News: Putting Great Online News Content First

One of the most respected news organizations on the planet and finest models of broadcast journalism, BBC News and Current Affairs, has set a standard for covering the world. The journalistic arm of the British Broadcasting Corporation, its online division stays loyal to the principles of the news group with its depth and diversity in reporting. On the web at news.bbc.co.uk, the website has been recognized by The Webby Awards as the special honoree in the “News” category as well as the People’s Voice Winner in the “News” category. Considered the “Oscars of the Internet,” the awards are given by The International Academy of Digital Arts and Sciences based on six criteria: Content, Structure and Navigation, Visual Design, Functionality, Interactivity, and Overall Experience. BBC News keeps readers informed and “Puts News First” but above all stays with the BBC trademark. There is a distinct brand that consumers receive when getting their news from the BBC, whether on the radio or from television. This idea is preserved on the website for the most part. Ultimately, the site will need to push itself to incorporate more of the BBC brand to become a better service and a better website.

The Webby Awards say good content “is not just text, but music, sound, animation, or video -- anything that communicates a sites body of knowledge.” Based on that definition, to say that BBC News is rich with content is an understatement. They Webby Awards go on to say that content should be “engaging, relevant, and appropriate for the audience.” Again, the BBC delivers. Every topic the BBC reports on is well covered. The site divides the world into six regions: Africa, Americas, Asia-Pacific, Europe, Middle East and South Asia. Users can get their news on these different regions in multiple languages, totaling 33 in all, on the website. Additional news categories include: UK, Business, Science/Health, Technology, and Entertainment. When one clicks on an article, regardless of the section, they are immediately given context on that story. From other recent articles to analysis and historical data to help better understand the topic, the website offers a side panel with a variety of options to help readers learn more. Having these options separated rather than sprinkling them into one story allows for concise articles that easily lead to analysis, context or historical background. For example, in a recent story entitled Vatican ‘clarifies’ pope speech, on the left side of the page were regular features of the BBC navigation bar. On the right, users could find links to other stories about Pope Benedict XVI, features and analysis on the current controversy, an in-depth section on the pope, related internet links as well as other stories happening in Europe.

The site is truly a wealth of information with unique features like Country Profiles. These offer encyclopedia entries on the nation of interest along with an index of recent text and multimedia stories including online exclusive special reports. For the Republic of India, the site introduces the country with this short paragraph: “The world's largest democracy and second most populous country has emerged as a major power after a period of foreign rule and several decades during which its economy was virtually closed.” Following the introduction is an overview as well as the additional content mentioned above. Other online news groups offer similar services but never as many or as frequently as the BBC.

Multimedia is becoming a defining element in quality news sites. Whenever possible, relevant video and audio are made available by link in articles. There is a small section of video and audio on the main page with additional video or audio clips presented as “special features” at the top of the page. Links to one type of media are frequently shown when one logs on to the site. In terms of the Web Style Guide, the MLA equivalent guide for properly formatting a website, BBC audio could quite possibly be the gold standard. The guide explains that audio is “an extremely effective way” to deliver information and proclaims “audio only” as a great way to enhance the presentation of a website. The quality of the audio is impeccable and one of the site’s strongest features.

As for news consumption, in general, it tends to be consumed by older, educated, and wealthy members of society. In the case of the internet, all is true except for the age. Eighty-eight percent of 18 to 29 year olds use the internet compared to 32 percent of those 65 years old and above, according to the Pew Internet & American Life Project. One of the challanges for the BBC and the news media is to make their sites more attractive to the majority of the internet audience rather than depending on their poll of readers and viewers. There is some promising data to encourage future online journalists. Pew found that68 percent of those surveyed said they “Get News” as an internet activity. However, less than a third say they do it daily.

Navigation is general, is another strong point of the site. Content is well organized and the navigation among topics, regions, and services is crystal clear. This stays in line with the expectations of The Webby Awards criteria, which says navigation should be “consistent, intuitive and transparent.” Additionally, it should get “you where you want to go quickly and [offer] easy access to the breadth and depth of the site's content.” According to the Web Style Guide, “A rich set of graphic navigation and interactivity links within your Web pages will pull users' attention down the page, weaning them from the general-purpose browser links and drawing them further into your content.” On the BBC News homepage, the main tool bar achieves this by offering navigation in both modern and unconventional ways. Links lead users to the front of sections of the six regions of the world, and other news topics. Additionally, a map is available for one to click on the region they want more news on, a feature that appears to be exclusive to BBC News. As discussed earlier, each news story is bracketed by two bars offering direction for the user’s next move. This easy to follow setup leads users to related stories as well as analysis and historical background. Having these features consistently located in the same place allows for a format users can depend on.

Visually, the site is pleasing as well. “Good visual design is high quality, appropriate, and relevant for the audience and the message it is supporting. It communicates a visual experience and may even take your breath away,” according to The Webby Awards. The website matches the color scheme of the BBC and also captures the simple style of the on-air graphics used by the news group’s different channels.

The site is quite functional based on The Webby Awards’ standards, which states that a site “loads quickly, has live links, and any new technology used is functional and relevant for the intended audience.” On BBC News’s website, media clips do load quickly on the application of your choice, Windows Media Player or Real One Player. Elements of the website suggest the BBC is in tune with the latest forms of news delivery. Listed as “Products and Services,” the site offers users the chance to get their news by e-mail, cell phone, desktop alert, RSS News Feed, and podcast.

Have Your Say allows the world to speak back about what they are hearing or seeing from BBC News. The feature is just one way that the site meets the requirements for They Webby Awards. Good interactivity allows the user “to give and receive.” It also “insists that you participate, not spectate” the awards criteria says. Recently, the section asked for thoughts from readers on the situation in Lebanon. The site gave a short summary of the tension between Lebanon and its government’s opposition and then asked, “Are you Lebanese? What is Hezbollah's standing in Lebanon? Do you agree with its tactics for gaining more power? How can the opposing sides resolve their differences?” Responses varied in tone and emotion. A comment by Ahmed Matala said simply “the demo [demonstration] is bad news for the two U's, uk and usa.” While others were more upset and added longer posts. Part of Craig Cudworth’s comments said “Did a lot of people just forget this summer's events Israel fully backed by the USA bombed and killed thousands of people!”

In addition to posting messages in discussions on all the major topics of the day, BBC News online visitors can also put on their journalism cap by sending their pictures and stories. Some of the comments supplied by readers will be added directly into news articles as links and perspective to users. The BBC’s broadcast divisions have segments and programs devoted to letting people have their say, and clips of these are available on online.

When it comes to areas of improvement, the delivery of video is of greatest concern for the site as it is below standards. There is no hub for video or audio like there is on other sites, this causes readers to look for that kind of content in comparison to other sites that almost throw video at readers. Many rival sites actually offer completely separate pages storing the latest video in addition to archiving older clips. The Web Style Guide explains that there are so many complications with video that it is the “most challenging multimedia content to deliver on the web.” The key, according to the guide, is to “shoot original video.” Something the BBC clearly does not do, instead it recycles video from its collection of TV channels. The structure of the display of media clips is problematic as it is spotty throughout the website. One knows where to look for these features but they are not easily available.

In addition to issues of navigation; the site does by no means “take your breath away” as outlined by the Webby Awards criteria. BBC News comes off as a little on the simple side of graphics at times. While the site is well organized, the simple white background and small font can sometimes appear squeezed. A key element to the BBC on television is the moving graphics that cut from segment to segment and the moving letters that form phrases on the screen. A ticker on the site is reminiscent of that idea but besides that lone feature and the colors atop the BBC News homepage, the website is bare and lacking excitement.

There is the option for “low graphics” which takes the site to an even more simplistic state, making the site appear as if it is a high school project. In reality, users probably wish there was a “high graphics” option to step up the visual appearance of the site. The Web Style Guide explains that most news sites have “adapted the existing design genres of print newspapers.” While the BBC is guilty of this, the site comes off as much more cleaner and attractive than that of The New York Times.

The overall experience at BBC News is rewarding as readers will always leave the site smarter and more informed. The Webby Awards say a user has “probably had a good overall experience if (s)he comes back regularly, places a bookmark, signs up for a newsletter, participates, emails the site to a friend, or stays for a while, intrigued.” This site is one that many consumers will want to make a part of their routine. It is well built and nicely organized but its content is what places it in a league of its own. Moving forward, the BBC will hopefully integrate more of what we see on-air, online. The programs and reports that made BBC News one of the most respected names in journalism should be easily available. Additionally, the signature look of the networks should be stepped up online. They are attempting to match that simple, smooth look seen on TV but it is not there, yet. Doing this will only make a great site better.