The BBC is taking a long, hard look at itself, one that starts with the premise that much of its programming is elitist. The outcome may mean a reallocation of resources within the Beebhemoth.
Its fiercest critics like to characterise the BBC as a bastion of the liberal elite, producing programmes that pander to the prejudices of the metropolitan, middle-class managers who run it. Now executives at the corporation have conceded there may be some truth in that claim, and are examining how it can retain its populist appeal.
The BBC director-general, Mark Thompson, has ordered a far-reaching review called Household Value, which will identify who uses the BBC's services most often. Although in its early stages, it has already discovered that lower-income families are less well served than their wealthier counterparts. 'There is a feeling we may be serving the professional classes well, but not reaching the C2s and D1s,' said one BBC insider.
Yo, Observer editors: Help me out here -- who are C2s and D1s? - Bill D.
Lower-income families, particularly those in the north of England and Scotland, are less likely to watch digital channels such as BBC3, which is aimed at a sophisticated twentysomething audience, or tune in to BBC4's high-brow output. By contrast, many higher-income groups make good use of a wide range of services, including Radio 4 and News24, and are better placed to take advantage of new ones - listening to podcasts or downloading programmes over the internet. ...
Ensuring that lower-income families continue to tune in is vital for the future of the BBC, which recognises it is the only way to guarantee popular support for the licence fee. As more homes sign up for cable and satellite TV, hit shows such as EastEnders and Dancing on Ice will become more important. Executives plan to introduce a new controversial and sassy female character to Albert Square to spice up the show, which is currently being beaten in the ratings by ITV's Coronation Street
But the Household Value project will also emphasise the BBC's wider role, and hints at the arguments it will use to justify the licence fee when it is next reviewed in five years' time.
Executives are likely to argue the BBC plays a crucial role in national life and that is should not be judged solely on ratings and audience share. Both measures are likely to fall as the number of TV channels increases.