David Farnor | On 24, Mar 2016

The British Video Association (BVA) has undergone a major rebrand for the digital age, changing its name to the British Association for Screen Entertainment (BASE).

The trade organisation, which represents the interests of publishers and rights-owners of pre-recorded filmed entertainment, has unveiled its new branding in a move to reflect the evolving nature of home entertainment, as take-up of online video increases.

“Thanks to the explosion in digital services, the market is now a fully multichannel model, spanning physical, digital, ownership, rental and subscription. It’s a complex new economy, bringing with it new risks and rewards – and one that requires an all-embracing Association to represent and champion it,” comments Liz Bales, CEO, British Association for Screen Entertainment.

“Our new name reflects the breadth of our membership and allows us to open doors to new members from other parts of the ecosystem. Vitally, it provides a more solid foundation from which to continue to support the needs of all our members and to champion the growth of the category on their behalf.”

In the 18 months leading up to the rebrand, the organisation has also become more deeply aligned with the Industry Trust for IP Awareness, uniting in one place and under one leadership as a team tasked to both promote and protect the UK’s audio-visual industry from piracy.

The second step was to crystalise the organisation’s overarching strategy and root it in five strategic pillars, which guide activity and serve as the foundation of the organisation’s work on behalf of its members: Insight; Innovation; Influence; Infringement; and Inspiration.

They break down as follows:

Insight

BASE is the home for the very best and, in some instances, unique insight into the market. It enables its members to shape their businesses with a deep, rich understanding of consumers and consumer trends.

Innovation

Through a mix of unique research combined with skills and capability development, BASE helps its members – big and small – innovate and lead their respective markets.

Influence
Through regular engagement with, politicians and regulators, BASE helps shape the market and the retail environment and win the case for changes that enhance the operating environment for our industry.

Infringement
BASE continues to ensure its members’ content is protected from infringement, as far as is possible through influencing policy and guiding consumers through education to the many ways they can access content legally.

Inspiration
BASE undertakes work that inspires consumers towards ownership of both physical and digital products. By bringing together colleagues from across the breadth of its membership, from the smallest start-up, to the major players, it is able to inspire the sharing of knowledge and information to help them be ever more successful.

The announcement was made at the recent annual BASE Insight Forum, where distributors, retailers, and suppliers gathered to hear the latest trends and industry research from insight leaders Kantar Worldpanel, Kantar Media, GfK, Oxera and Futuresource Consulting as well as leading retailers, HMV and BBC Worldwide.

Robert Price, Chairman, British Association for Screen Entertainment and Managing Director Twentieth Century Fox, adds: “Our new name, the British Association for Screen Entertainment (BASE), is a clear and modern interpretation of what we do. It meets the evolving needs of our membership. It opens doors to wider audiences who may not have previously considered membership. And it focuses our work around the means by which our customers experience our industry rather than on one aspect of our category.

“It is a bold move and it forms a fundamental underpinning of our approach to championing the screen entertainment category across disc and digital today and for the years ahead.”

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