Beeb 2.0: The BBC Unveils its "Creative Future"
Ten teams at the BBC spent a year exploring what the media might look
like in 2012, what audiences will need and want, and how the BBC can
best serve its audience. In the process, the Creative Future project
identified 12 areas in which the BBC needed to evolve.
In conjunction with its ongoing two-year charter review process (see "BBC Charter Review: Britain's Plans for Public Media in the Digital Age"),
the BBC earlier this year released the details of its Creative Future
initiative, a six-year "editorial blueprint" designed to transport the
system from its eight-decade broadcast past into the "on-demand"
future. "There's a big shock coming," declared BBC Director-General
Mark Thompson at the Royal Television Society's Fleming Memorial
Lecture in April. "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…. On-demand changes
everything. It means we need to rethink the way we conceive,
commission, produce, package and distribute our content."
