The BBC pointed to specific examples to illustrate the commercial value that successful IP could generate, highlighting its global rights to ‘Bluey’ as having created “enormous value,” alongside other diversified commercial assets such as BritBox International.46 The BBC also stressed that the strength of its brand underpinned the monetisation of IP across its activities, reinforcing the strategic emphasis it placed on owning and developing titles that could travel internationally. In this context, the BBC maintained that building a stronger IP portfolio was integral to securing sustainable longterm returns from content after its first broadcast or release in the UK.47