[Kunst]

At one point I could see integrating BBC iPlayer into a kind of "BBC" full stop, similar to Channel 4; actually I remember stating something similar

But as for now, why bother? They still probably need a distinction, as they're the public service and rebranding the OTT service as just BBC (while C4 at that can have more freedom) would probably spark controversy and even confusion.

This is not to say I think iPlayer isn't a somehow strange branding for BBC at this point, as the "i" these days doesn't make much sense and of course it's just a relic of older times; but it's distinctive enough at this point that people refer to it as just "iPlayer", a rebrand to BBC Player probably would lose its distinctiveness, be expensive just for the sake of it (in a time where costs are a big issue and priorities are elsewhere), and do not resonate as easily with people.

So yeah, I try to stay balanced (unlike my anti-iPlayer rant some time ago); I'm not a fan of the iPlayer branding, but if it works, then the BBC should keep it going