What the audience wants

Jocelyn Hay: Britain needs the BBC as a public service broadcaster

Jocelyn Hay of consumer group, Voice of the Listener and Viewer, outlines what the public wants from the new director general.

When Greg Dyke takes over as the new BBC director general early next year he will have but a brief honeymoon to collect his thoughts and sort out priorities before negotiations start for the renewal of the next BBC Charter in 2006.

The new charter will have to take account of the rapid developments in digital technology and the convergence of television with the Internet, telecommunications and computing.

It will also need to reflect the constitutional change that the devolution of parliamentary power has brought within the UK.

Only Fools and Horses: Affection and respect from the public

Sir John Birt has left the BBC a financially sounder and fitter organisation than he found it in; Mr Dyke must now remedy John Birt's failure to carry his workforce with him and to communicate his vision to the public.

Now, probably more than at any time in the past, Britain needs the BBC as a public service broadcaster charged with the responsibility for providing a service independent of political, sectarian and commercial indulgence.

And one that puts the needs of its audiences and the public interest above all else.

Only the publicly-funded BBC is able to put all its energies into delivering programmes to audiences, rather than audiences to advertisers.

Its duty is to inform, educate and entertain becomes more important, not less, and a vital element of British democracy and culture.

Despite controversial cuts and restructuring, Sir John leaves the BBC with a critical mass of creative talent which represents a priceless national asset.

Mr Dyke must win back the loyalty of his staff and motivate them in the service of individual listeners and viewers and the nation as a whole.

The BBC earned the affection and respect of its audiences in Britain and around the world through the sheer quality of its programmes.

Mr Dyke must win back loyalty of creative staff

If it is to survive into the new millennium the BBC must continue to deliver high quality, diverse programmes in every genre of radio and television as well as in the new media and online areas.

But the new director general must remember that people want a choice of programmes not simply a choice of channels.

The BBC has the privilege and the responsibility to serve the people of the United Kingdom and it is in all our interests that it continues to do so - in each and every part of that kingdom and in every possible way.

Mr Dyke must juggle the conflicting demands of management, politics, economics and national and international rivals, while retaining and motivating a highly talented and creative workforce, if he is to meet the needs and retain the loyalty and support of the public.

If he succeeds we shall all be better off democratically, culturally and economically. If he fails we and the nation will be the poorer.