The BBC is enjoying strong growth in digital viewing, driven by BBC iPlayer. We explore the strategy to emphasise distinctive homegrown storytelling as an essential point of difference between the BBC and global media providers. The broadcaster is doubling down on ‘local’, and its ‘Made of Here’ marketing campaign reflects the diversity of UK locations for recent top hits, which were filmed in Glasgow, Cardiff, Stockport, Hebden Bridge, Manchester, Bradford, the Home Counties and Belfast, as examples. We review the impact of this approach, and the cost, and the balance between originals and licensing. Is BBC iPlayer limiting its ability to compete on catalogue scale? This conversation focuses on how a broadcaster puts ‘hometown’ at the heart of its strategy in an increasingly globalised content market.