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Success and failure of procurement of digital media initiative
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Table of Contents
Task 1: Introduction and overview...........................................................................................2
Discussion................................................................................................................................. 2
Task 2: report of National Audit Office.................................................................................2
Task 3: Procurement of purchasing model, concept and ideas.........................................3
Task 4: issues and impacted problems of DMI....................................................................6
Task 5: Recommendations for the management of BBC....................................................8
Conclusion................................................................................................................................. 9
References............................................................................................................................... 10
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Task 1: Introduction and overview
The study topic discusses the concept of the Digital Media Initiative and its importance
regarding the process of conducting audits from the national audit office. This is a broadcasting
engineering process initiated by the BBC in the year 2008. The main focus of this process is to
synthesize and modernize the corporations' production and try to achieve methods by using
concerned digital output along with the asset management system implied in media. This is a
process that has eventually protected the overall development process that has been lasting for
five years. Within the last five years, 989 million pounds has been spent overt this aspect. The
process is supported by specific relative models and frameworks, along with understanding an
overall impact regarding this process. A suitable conclusion at the end also supports the study
report.
Discussion
Task 2: report of National Audit Office
Source: BBC digital media initiative report
3
From the process of audit findings done by Accenture, the below aspects have been found.
These
are
as
follows
The program did not keep pace with the changing business priorities, and the
governmental
program
was
not
robust.

There had been an evident conclusion which properly had been used by BBC, and all
these
key
terms
are
like
archive
database
or
digital
archive.

DMI software that had been effectively used in the process of archiving the database
had been expertly designed to support the production tools. Moreover, the decision
making of BBC production tools meant that overall software architecture for filing the
database had been highly complex, and all these aspects had been effectively implied
over
specific
physical
stock
and
loan
systems
as
a
whole.

Moreover, there has been DMI correspondent (Ear et al.2019).
Hence Accenture had advised that more work is needed to be implied based on the
overall operations Of DMI. Thus after completing the whole process of review, it had been seen
that BBC in March 2013 had concluded that there is a need to implement an original vision
based on all these integrated protection tools found in this digital archive mode. Thus active
database had been generally asked to maintain the overall process of DMI. Due to this change,
the value of assets had been almost 0 pounds since it had been considered that the process
had failed to implement its objectives as a whole. Moreover, there had been no such technical
assessment test concerning the permission gained from the BBC. The functional assessment
system could have been effective in this regard in order to understand the overall changed
scenarios simply. Thus with the existing board had canceled the process of DMI, an identified
failure had been cast to realize the severity of issues which it had received in this case.
Moreover, it had been noted that the overall process had been highly held useful in conducting
the total auditing changes in the DMI process. Thus the BBC finance trust committee had closed
the program. Since the whole project had not been completed; therefore, there were no points
of having such hardware and software for the testing process. The technical difficulties had
enforced the overall program to get closed by no means necessary. In 2013 the BBC
commission had enrolled PWC to do specific audits as well as prepare reports based on the
project governance. The overall report prepared by PWC had been focused on the process of
understanding risk and issues. These issues had confined that whether these new techniques
can be again enforced into reality. Thus based on specific business needs, these decisions
might be good or bad in any case. Moreover, it had been said that the DMI was not transparent
at all and not beneficial to make decisions. Hence in 2013, a government meeting conducted
where a new strategy for DMI had been eventually proposed in this context (Jadaur et al.2019).
Task 3: Procurement of purchasing model, concept and ideas
The idea of digital media and controversial marketing had been useful in understanding the
brand value of the process. However, in the case of BBC, the DMI initiative had been highly
supportive of three significant models that are highly related to overall operational perspectives.
These
are
as
follows-
The social staircase model
4
Source:https://www.ronnestam.com/3-models-guide-your-brand-succesful-social-mediastrategy/
This model consists of four steps namely
Strategy
It means to support the business or operation. Thus when a plan is implied or in case of any
such services, it is essential to support the process. It means to strive towards achieving the
vision as well as the overall business goals and objectives based on the service. Thus by
handling the purposes and not losing money or plot. Hence the global digital media initiative
needs to be prepared under the riskiness. Moreover, it is also important to strive for the results
and effectively understand the major changed concepts that will define the future. Similarly, for
BBC, the DMI project had lacked a strategy for which there was no answer to cover (Kumar et
al.2019).
Presence
The contents implied for the DMI project were not accurate. Since the materials are
essential to understand the whole scenario, thus wrong co0ntents may not tend to give actual
results. Hence it is necessary to create compelling content that will better match the overall
requirements. Apart from that, the value to be provided to its target group, as well as defining its
major cause of operations is needed to be implemented in this regard that has surely lacked in
the projection of BBC (Mathias et al.2019).
Tools
To understand the process, the devices can play a significant part. Since the process describes
digital media, therefore, it is essential to make sure that there are proper tools to support the
process. Currently, social media is highly active. Thus the BBC could have used all these media
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marketing techniques to make people understand the major concepts regarding the process and
how to react on the same as a whole (Özmen et al.2019).
Conversation
Before implying the process regularly, it is essential to take some expert advice. Thus in that
way, specific valuable contents can be created. Sometimes it is essential to listen to others to
seek some more balanced ideas in this regard. The BBC needs to generate some more
segmentation related to the operation and try to see how this process can effect the world as a
whole. All these factors have caused the failure of this project (Tasic et al.2019).
Social tool matrix
Source: https://www.ronnestam.com/3-models-guide-your-brand-succesful-social-mediastrategy/
The social tool matrix helps to identify the best possible strategy to be adapted based on
the overall operation and how the same can be implemented so that a workable plan can be
developed.
Hence
this
model
helps
to
understand
the
below
aspects-
What
tools
need
to
be
chosen
Choosing the best tool based on its justification and how to beat the competitor with this
tool. For example, if the competitor is using Facebook, then the organization can use some
other sort of platform that can define the process in a bigger and better way.
Why
use
this
tool
6
This tool can effectively be helpful in publishing, interacting, and having an ample
number of supporting images and videos based on the overall operation process. For example,
the BBC, to make people understand the DMI concept, could use YouTube or some other areas,
then
possibly
the
project
could
have
been
survived.
Update of responsibility
It is essential to understand the overall role that is played by the social media or web
servers to conveniently understand the roles and responsibilities of BBC (Hunke 2019).
Task 4: issues and impacted problems of DMI
The BBC's ill-fated plan regarding DMI had started to encompass the overall process of
digital production and its archiving system based on its managerial ineptitude and inevitable
failures to the government regarding this project. Thus it has been seen that the process had
been roughly equivalent to 700000 license fees and four top-flight TV drama. Moreover, the
techniques implied by the BBC in this regard had been brought in the house back in 2009. The
initial audit inquiry conducted by the national audit office had stated that the BBC eventually had
estimated the business and its overall efficiency benefits that are supposed to be acquired from
DMI in switching the house. But somehow, it had delayed due to not having proper and practical
plans to implement upon (Cappelen 2019).
According to Thompson, the DMI concept had been based on a schedule based on its
overall source of operational aspects. However, after two years, the whole project had been
written off by stating that there are almost no valuable assets and increased cost of the licensing
process as a whole. Apart from this prospect, the reports have shown that Accenture and PWC
at the time of auditing have established a deceived fortune of DMI reporting that had not been
initially implemented. Thus the project had failed to achieve in real-time. For example, the
private management office of BBC had not reported about the crisis in February 2012, which
had initially been asked to report on July 2011. Hence the process had rightly focused on the
overall operation process, and the government had initially failed to operate such aspects based
on its global ideas or initiative as a whole (Kumar et al.2019).
However, there are certain other challenging sets of questions that eventually went wrong in
this case. One is the internal political division that has affected the whole, scenario and the
second part understands the vision and mission of the BBC behind implementing this project. As
per other delegates, the DMI did deliver working process technology for which the techniques
had been applied as well as undermined by the changes implied in this regard. However, the
process had eventually changed its requirements continuously and this project had been
canceled owing to internal politics. On the other side of this aspect, some cases have argued
that the project had eventually failed to deliver its requirements, and it did not have that much
scale that was required to uplift the project. FMT department had blamed the scenario for this
process, and this technology that had come out of the market place had critically worked well in
this regard.
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Meanwhile, the overall implemented deadline that had been established for this course of the
project has assumed efficiencies near to an IT project. But in this case, the whole project
messed up. Thus, as a result, in 2012, the entire sort of plan had been canceled, and the overall
production tools that were implemented for this case went off to wastage. But even more to this
operation, it has been said that the PAC hearing about a little agreement had also gone off
owing
to
the
failure
of
this
project.
SWOT analysis of DMI
Strength

The

Blossom

Implementation of a strong network force of potential customers or partners.

Highly responsible and reputed forces can try to act as lead expertise through their years
of experience.
Diversified experience across the daily basis of the whole industry sector and other sorts
of central geographical locations (Chang et al.2019).

reliable
and
in
effective
high
existence
profile
for
that
the
is
based
last
on
client
seven
activities.
years.
Weakness

Limited
blossom
based
on
this
site
based
network,


Limited amount of resources for operation.
Highly dependent on a small number of client sectors currently operating.



No sign of digital marketing efforts currently.
Limited budgeting process available towards implementing minimum efforts currently.
Limited availability of having proper marketing activities as a whole.

And lastly, limited implementation of the concept of digital marketing techniques for the
suitability of operation (Medawar 2019).
Opportunities

Use of integrated marketing efforts to promote the services based on the process of the
up-skilled level digital marketing process as well as practical expertise in targeting new
clients.

The high profile companies, for example, that are located in Ireland and in the overall
ICT sectors where blossom can make imply satisfied significant experience.
8

Launching the new website that has effectively featured over blossoms services, and it
will play a significant role in sharing certain good content (Cappelen 2019).
Threats.





Task
The markets are highly competitive.
The working rate pressures are degrading gradually based on daily rates.
Dependency on one person regarding which the person can drive and try to grow its
business as a whole.
Over
dependency
on
a
few
numbers
of
clients.
The significant changes based on public funding that is considered to be highly effective
in financing as well as diminishing the current contracts of operations.
5:
Recommendations
to
the
management
of
BBC
The BBC executives have adequately verified the recommendations made by the NAO
and noted that many of these have already in progress, and these processes have been
identified based on the overall rules and procedures. These have also been implemented in the
latest
parts
of
the
project.
The first recommendation made by NAO is that the BBC did not have any up to date
assessment based on its contractor’s capacity to deliver the program. Moreover, they had
assessed that Siemens during a competitive procurement process in the year 2004 when it
entered into a framework of the technology assessment program. Since Siemens had been
BBC's strategic partner and these were responsible for getting into the process of competitive
procurement based on its digital media initiative. Thus it can be said that the quick procurement
system based on the process had been effective in understanding and monitoring the significant
changes
in
this
regard.
Secondly, the BBC needs to promptly re-submit the approval of those changes based on this
significant
model,
delivery
mode,
risk
profiling,
etc.
Thirdly it is crucial to set up minimum technological and management requirements that can
effectively
oversight
the
contracts
implemented
in
this
regard.
The fourth recommendation is that the BBC needs to secure an overall benefit to understand
the
significant
responsibilities
in
delivering
the
contents
as
a
whole.
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Conclusion
From this study report, it can be concluded that the project Of BBC had been
implemented as a mess since there were no such competent and concerned rules and
regulations based on its operations. Furthermore, according to different sources published, it
has been effectively founding those internal politics had considered it as failures it the
operational procedures as a whole. Apart from this aspect, there are specific recommendation
has been shown in the case. Moreover, it can be said that all these aspects if have been
adequately understood then these reports can be implemented under this case.
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