Reflecting the evolving video market, the British Video Association (BVA) – which has a proud heritage representing the interests of publishers and rights-owners of pre-recorded filmed entertainment for the past 35 years – has unveiled its rebrand and positioning to become the British Association for Screen Entertainment (BASE).

Explaining the rebrand – unveiled at the annual BASE Insight Forum – Liz Bales, CEO, British Association for Screen Entertainment, said that thanks to the explosion in digital services, the market was 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. 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.”

The rebrand is the latest step that BASE has taken to ensure it continues to reflect the changing needs of its members. In the eighteen months leading up to the rebrand, the organisation became more deeply aligned with copyright and creativity consumer education body the Industry Trust for IP Awareness uniting in one place, and under one leadership, a team tasked to both promote and protect the UK’s audio-visual industry.

The second step was to crystallise 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.

• 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.

Robert Price, Chairman, British Association for Screen Entertainment and Managing Director Twentieth Century Fox said: “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.”

Kevin Dersley, Vice Chairman, British Association for Screen Entertainment, and Managing Director Elevation Sales said: “As BASE, I am confident that the organisation will progress each of its areas of work with ever more rigour and energy, continuing to drive the agenda in support of its members and champion the growth of physical and digital formats across the industry.”

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