Greg Dyke - "The 麻豆社 should be the most creative organisation
in the world"
麻豆社
Director-General Greg Dyke today laid out a new vision for the 麻豆社
- to be the most creative organisation in the world.
In
an annual address to 麻豆社 staff across the UK, two years after becoming
Director-General, Mr Dyke said this could be achieved by understanding
audiences better and reaching people the 麻豆社 is currently underserving.
It could also be achieved by changing attitudes and the way people
worked within the 麻豆社 to unlock more creativity and ideas, he said.
Mr
Dyke outlined the purpose of the 麻豆社 in the digital era by arguing
that the 麻豆社 will have three distinct roles in the 21st century
- local, national and international - and would become more, not
less, important due to market changes.
He
said efforts to save money and invest more in to programmes were
having a tangible impact and the aim to reduce the amount of 麻豆社
income spent on overheads to 15% would be achieved next year, 12
months ahead of target.
"Having
saved the money and changed the structures it聮s time to concentrate
on audiences, creativity and making this a really great place to
work," he told thousands of staff listening around the country.
Amongst the things those savings are paying for are the two new
children聮s channels - launching on February 11 - a new twice-weekly
drama for Scotland and new interactive services.
Launching
a major initiative to drive internal change, One 麻豆社 - Making it
Happen, Mr Dyke said: "In the next couple of years we have
an enormous opportunity to really change the 麻豆社. The collapse in
the advertising industry is having a profound effect.
"All
of this gives us an opportunity, but it also puts a great responsibility
on the 麻豆社 to deliver. Because we are publicly funded we have to
up our game and produce even better programmes and services for
all our audiences," said Mr Dyke, refuting claims of dumbing
down.
Mr
Dyke said the aim of the 麻豆社 in the 1990s was to be the best managed
organisation in the public sector. "Let me offer you a new
vision," he told staff. "We want to be the most creative
organisation in the world. And I don聮t just mean in the production
and programme areas, I mean right across the 麻豆社.
"The
first task is to understand audiences better and reach those we聮re
not appealing to. We need to ensure we are not only meeting their
hopes and expectations, but that we are exceeding them.
"The
second task is to make sure that we聮re the most innovative
and risk taking place there is - and that will mean giving people
the right to fail, encouraging new ideas in every part of the 麻豆社
and really changing some of the ways we work."
Outlining
the 麻豆社聮s purpose in the digital era, he said: "The role
of the 麻豆社 will be more important in a decade聮s time, not less,
because, as a result of market fragmentation, the commercial market
will not be able to afford to provide some of the services it has
historically produced. More will be required of the 麻豆社, not less.
"I
believe that the 麻豆社 will have three distinct roles in the 21st
century. The first is an international role and, post September
11, the role of the 麻豆社 around the world becomes not less, but more,
important."
He
said that internationally, the 麻豆社 could bring credit back to Britain
as the services were based on 麻豆社 values 聳 independence, openness,
fairness and a range of opinion 聳 "which reflect Britain
at its best".
"Our
second role in 21st century Britain is a national role. The 麻豆社
is part of the glue which binds the United Kingdom together. This
role of uniting the nation becomes more not less important in a
fragmenting media world. Remember 35 million people in the UK turned
to the 麻豆社聮s radio and television news services on September
11. It is also why it is so important that our services are universally
available.
"Finally,
I believe the 麻豆社 will have an increasingly important community
role. In television, the ITV system was historically the regional
system and the 麻豆社 the national system. That will gradually be reversed
as the ITV system comes under greater financial pressure. In terms
of regional television news viewing, we are now ahead virtually
everywhere, something that was unthinkable even five years ago.
"In
the past 18 months our local radio stations have shown their value
when reporting the fuel crisis in the autumn of 2000, followed by
the floods of that winter and then by the foot and mouth crisis
last spring."
Mr
Dyke said the 麻豆社 is currently investing heavily in a major project
in Hull, to see what broadband Britain could look like, and in locally-based
information web sites. "It is something we are able to do only
because we are publicly funded. The market wouldn聮t pay for
this."
The
Making it Happen teams will be led by acclaimed programme maker
Susan Spindler, one of the creators of Walking with Dinosaurs and
The Human Body.
Notes
to Editors
Transcript
of address to staff is available here.
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