BBC director general Mark Thompson has pledged to undertake a massive rethink of the Corporation’s direction, with a focus on new media, on-demand content delivery and increasingly digital communication to avoid losing touch with a generation growing up with such technologies.
The Creative Future blueprint is designed to deliver more value to BBC audiences over the next six years, concentrating on delivering the broadcaster’s public service content to an increasingly on-demand world.
Announcing the step change in development, the BBC said ten teams of researchers had spent the last year envisioning what the world may be like in 2012, attempting to discern what future audiences may want, and how the BBC can deliver it.
“The second wave of digital will be far more disruptive than the first and the foundations of traditional media will be swept away,” Thompson said.
“On-demand changes everything. It means we need to rethink the way we conceive, commission, produce, package and distribute our content. This isn’t about new services it’s about doing what we already do differently…I see a unique creative opportunity.
“There has never been a better moment to be a public service programme maker – there has never been a better moment to be a public service viewer, listener or user.”
Amongst the key recommendations included in Creative Future are a redesign of the Corporation’s website to enable richer audio-visual content and welcome user-generated material.
The BBC also plans to create a new teen brand, delivered via existing broadband, TV and radio services, including new long-running drama, comedy, factual and music content.
This shift will also see the broadcaster commissioning more 360 degree, cross-platform content, while retaining its continuous news service across all platforms.
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