Has the BBC lost the plot? Join the debate
THE BBC has signalled the end of traditional broadcasting after announcing a strategy that will allow viewers to control when and how they watch programmes.
Mark Thompson, the Director-General, announced a radical shake-up yesterday in the delivery of all the corporation’s services after saying that the BBC was increasingly seen as irrelevant by younger audiences. But commercial rivals called for closer scrutiny of its digital ambitions — which now extend to becoming a music industry “talent scout” — and an interest in computer games.
The familiar portfolio of BBC radio and television channels could ultimately be phased out as content is delivered “on-demand” to the licence-fee payer through handheld devices, computers and mobile phones as well as digital television sets.
Viewers will access BBC services through broadband “portals” specialising in news, music, children’s, history, science, arts, knowledge and health. A high-powered search engine within the BBC website will deliver current series on request alongside a range of classic programmes from the archive. A pay-per-view system will operate for some classic hits.
Viewers will be able to transfer programmes, stored in MP3 file form, between different devices. Radio listeners will be encourage to create their own personalised stations, reflecting their musical and speech tastes, from BBC podcasts.
Addressing the Royal Television Society yesterday, Mr Thompson said: “There’s a big shock coming. The second wave of digital will be far more disruptive than the first and the foundations of traditional media will be swept away, taking us beyond broadcasting.” But Mr Thompson faces opposition to his vision from disaffected staff inside the BBC, many still bitter at his plans to cut more than 3,000 jobs as part of budget cuts to save £355 million.
He admitted that his radical vision would fail without the support of staff. “You can’t impose a programme strategy top-down,” he said. “The whole BBC has to accept it, adapt it, make it its own.”
Among the new targets was a pledge to become “the premier destination for unsigned bands and to seize the opportunities of broadband, podcasting and mobile”.
Entertainment executives have been told to “learn from the world of video games and experiment with commissioning for new platforms”.
The BBC will also challenge ITV and Channel 4 by creating a new broadband-based “teen brand” aimed at children from 12-16, showcasing drama, comedy and music.
Commercial stations were furious when the BBC said the teen service would avoid any scrutiny of its market impact. The BBC said that by calling it a “brand”, rather than a new service, it did not require approval of the corporation’s governors.
ITV demanded full regulatory scrutiny of the BBC’s changes. A spokeswoman said: “We would expect, in light of the Government’s recent White Paper proposals, that any new BBC service, or any significant change to existing services, including online, mobile and broadband, will be subject to a full public value test, including a market impact assessment.”
Mr Thompson promised that the BBC would continue to serve older audiences who may be unsettled by the changes. The technological advances were affordable within the BBC’s licence-fee bid of 2.3 per cent above inflation, currently being considered by the Government, he said.
But the BBC was in danger of losing the next generation of viewers for good. New figures revealed that one in four people aged 16-24 did not view any BBC content.
He said: “The drift away from the BBC by some younger audiences, which we picked up on more than five years ago, is not just continuing but accelerating.” The shift to an ondemand world must be completed by 2012, when the final analogue television signals are switched off, he said.
The BBC will attempt to reach out to children. It will work with the education sector to “get BBC journalism into secondary schools across the country through initiatives like Schools Question Time”.
Mass audience programmes such as EastEnders, Holby City and Casualty will continue. They are likely to be viewed through the BBCiPlayer, downloadable software allowing people to view BBC programmes on demand for seven days after their original transmission. Confirming the demise of Grandstand, Mr Thompson said that the programme had failed to make an impact in the multi-channel world.
A broadband sports website would cater for sports previously given exposure by the programme. The BBC was now free to focus on major live events which it could schedule in late afternoons when larger audiences are guaranteed.
He promised more prime-time comedy and “event” dramas such as Bleak House. But the BBC will make fewer dramas, concentrating on “blockbusters” such as Doctor Who that can run for 13 episodes, sell abroad and return for numerous series. The BBC said it wants to deliver more “consistent” and “braver” entertainment on Saturday nights on BBC One and break more stories on News 24. The proposals are the result of the largest audience research, involving hundreds of people, undertaken by the corporation.
Current affairs programmes may no longer be delivered in an hour-long format or the traditional 40-minute slot occupied by Panorama under the Thompson proposals.
The BBC will experiment with “bite-size” documentaries, as brief as 15 minutes long, which could easily be viewed by mobile viewers on the move and which might retain the interest of a younger audience who appear bored by lengthier slots. However, the BBC has recently expressed its commitment to the Panorama brand and insists that it will continue on Sunday evenings and with mid-week peak time specials. Viewing figures for Panorama have been disappointing in its Sunday night slot and many BBC insiders believe that the programme has outlived its usefulness.
Viewers will play their part too. The BBC website will link to blogs and audiences will contribute to interactive series about health and natural history. Mr Thompson said: “The audience doesn’t want to just sit there but to take part, debate, create, communicate, share.” A BBC online project called Eyewitness will create a national grid marking every day over the past 100 years. Anyone with a story to tell about a particular day is invited to record it and share memories with others.
The plans to create an online community incorporating music and blogs echoes the service offered by MySpace.com, the website bought by News International, parent company of The Times, for £324 million.
A News International spokesman said: “That the BBC is openly saying that it wants to create a rival to MySpace shows there is no end to their commercial ambitions.”
Mr Thompson concluded: “There are many instances where we have lost talent and programmes because we have been unable or unwilling to match market prices. We have to get the best deal we can on behalf of the licence payer.”
LEARN TO SPEAK FLUENT MARK THOMPSON
On-all-the-time, 24/7 services
Like water or electricity, but not BBC Four
360-degree commissioning in knowledge content
We get the marketing guys to knock out Little Britain ringtones
Dynamic audio-visual content
Television programmes
The Grandstand brand no longer punches through in this multimedia world
Press the red button for fencing highlights
We need to strengthen the creative pipeline
May I offer you a pay-rise, Mr Ross?
User-generated content to re-engage audiences
Licence-fee payers star in programmes and text-vote for winners
More hybrid hits like The Apprentice
We can dress up reality game-shows as an insight into business
One clear and comprehensive metadata solution for all BBC content
Search any word in Google and the result is “BBC”
Let’s call the fourth theme findability
Can you spot BBC programmes in the Radio Times?
Addressing underserved audiences
Davina fans
Low-approver audiences (from BBC marketing, not Mr Thompson’s words)
Chavs
Delivering Creative Future isn’t just about resources though. It’s about values and behaviours
We really need that above-inflation licence-fee increase
