The BBC has announced sweeping structural changes and an extra £150m investment in a bid to lead the digital media revolution.
From next April, out goes the term 'new media', which has been judged " anachronistic" by BBC director general Mark Thompson.
Also out are words like 'television' and 'radio', which will be replaced by the multimedia friendly 'video' and 'audio'.
The BBC will now divide into three main content departments: Audio and Music, Journalism and BBC Vision, each with their own technology controller.
Future Media and Technology will use its £250m budget to adapt emerging technologies to the needs of BBC consumers. "Viewer convenience" is now the top priority, in keeping with the BBC's ongoing Creative Future strategy.
The new division will also concentrate on improving search, navigation and metadata on the BBC's websites, on-demand TV applications and mobile TV services. The emerging iPlayer and Web 2.0 initiatives will also be at the centre of its remit.
Commissioning editors and producers will be required to take an all-platform approach, thinking about how a new programme will work on digital radio, internet and mobile phones.
Thompson hopes that the shake-up will provide the best content available on every platform, allowing viewers to watch what they want when they want.
"Much of what we call 'new media' is really present media. It belongs in the main content divisions alongside linear TV and radio," said Thompson in a statement to BBC staff.
"Today is about making Creative Future a reality. It's about how we can make the BBC the most creative organisation in the world, delivering content that our audiences will love.
"We need a BBC ready for digital and for 360-degree multi-platform content creation which brings different kinds of creativity together - in technology as well as content - to deliver what we need in this converging world.
"We want a group of commissioners who really do think 360, commissioning the website, say, or the mobisode [mobile TV episode] at the same time as the TV programme."
Thompson ended with a warning to staff to embrace the new vision. "Do your own job and let others get on with theirs," he said. "If this doesn't sound like your kind of place, then it's time for you to decide if the BBC is right for you."
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