BBC embraces on-demand world

BBC director general Mark Thompson warned of a "big shock" in the way the BBC operates

The BBC is throwing itself into digital culture to stop it losing the next generation of viewers, following a year long study called Creative Future. 

"The audiences of tomorrow currently get too little of real value from the BBC and the BBC needs to think how it engages them and reflect their lives better," BBC director general Mark Thompson told the Royal Television Society's Fleming Memorial Lecture. 

However, David Mercer, principal analyst at Strategy Analytics, maintained that it is not just younger viewers who are taking up the new technologies. 

"Online access through broadband or mobile is obviously becoming a major tool for many users," he said.

"I would not say just the younger audience, although they are obviously the major adopter category. It is happening in some of the older demographics as well."

Thompson warned of a "big shock coming" in the way the BBC operates and that "the foundations of traditional media will be swept away" taking the BBC beyond broadcasting.

"On-demand changes everything. It means we need to rethink the way we conceive, commission, produce, package and distribute our content," said Thompson.

"The BBC should no longer think of itself as a broadcaster of TV and radio and some new media on the side.

"We should aim to deliver public service content to our audiences in whatever media and on whatever device makes sense for them, whether they are at home or on the move."