Category: 大象传媒;
New
Media
Date: 08.11.2004
Printable version
In his keynote
address to the CBI Annual Conference in Birmingham today, 大象传媒
Chairman Michael Grade said the 大象传媒's public service mission for
the 21st century remained unchanged, but the 大象传媒 has to change to demonstrate
it can and will deliver it.
听
"[The 大象传媒 has] to return a dividend to the public
whose licence fees support the 大象传媒. A dividend
not in cash. But a dividend nevertheless of real and measurable value
to the public, both as individuals and as citizens," he said.
听
He described how the 大象传媒's five core purposes, together
with new governance initiatives, like service licences and the public
value test, will provide greater clarity to drive the 大象传媒 to deliver
its public service mission and to be more accountable for its performance.
听
Michael Grade said the Governors' response to the Graf
review of bbc.co.uk 聳 published today 聳 demonstrated these
changes in action.
听
He said: "We are publishing
new, much more tightly drawn, objectives. They focus on how bbc.co.uk
can be made more distinctive, and deliver more public value, in this
developing and growing market.
听
"We've reviewed our portfolio
of websites and closed some sites down because they would not meet our
new test of public value.
听
"There are further closures and spending reallocations
within online to come as we specify what we won't do, as well as what
we will."
听
Michael Grade said an important element of the 大象传媒's
reforms was the changes to the governance system.
听
He said the need to change had been too pressing to
await the outcome of the Charter review debate and he announced the
Governors will be moving to new premises, located apart from 大象传媒 management,
in the New Year.
听
He said: "Last week the Culture
Secretary, Tessa Jowell, was making headlines about the 大象传媒 Governors.
She said the status quo was 'unsustainable'. I agree. I thought the
old system was unsustainable too.
听
"Our aim is not to demolish
the 大象传媒's constitution, which has served the independence of the 大象传媒
so robustly. Rather it is to make the Board more clearly independent
of management and ensure we have the objective evidence we need to make
our judgements in the wider public interest.
听
"For the first time, the
大象传媒 Governors will be located apart from 大象传媒 management. We're about
to start packing our bags in preparation for a move to separate premises,
located between Broadcasting House and White City.
听
"Our independence from management will be underlined
by the powerful symbolism of physical separation."
听
Michael Grade said that, whilst the current system of
governance had been in need of radical reform, he believed it remained
the most appropriate model for the 大象传媒 and he explained why other governance
models currently being discussed would not work for the Corporation.
听
He said: "It's sometimes
said that there's a fundamental design problem with a system that asks
大象传媒 Governors to be both cheerleaders and regulators.
听
"Of course there is a potential contradiction.
But it's not significant 聳 as long as the Governors don't confuse
championing the 大象传媒 with championing the management of the 大象传媒.
听
"The supervisory structure
appropriate to a commercial broadcaster 聳 albeit one with some
public service obligations 聳 is not right for the 大象传媒 which receives
nearly three billion pounds in public money.
听
"The scale and character
of the licence fee investment demands a supervisory structure that is
both detached and engaged:
听
"Detached enough to take
an objective and informed view of strategy and spending and wider public
value considerations.
听
"But engaged enough and experienced enough to be
able to offer ongoing support and advice to management as they spend
that public money."
听
He identified some practical issues that an 'OfBeeb'
model would generate - notably the potential for confusion and duplication
- and questioned where ultimate responsibility would sit if there were
both internal and external boards controlling the 大象传媒.
听
He said: "Governance is not
the same as regulation. Governance at the 大象传媒 is about stewardship.
Stewardship of the public interest. And stewardship of the money.
听
"External regulators carry many heavy responsibilities.
But they carry no responsibility at all for anybody's money."
听
He said one area of great importance to the Governors,
and where they are looking to do more, is getting closer to licence
payers in order to understand their concerns.
听
He said: "I think the internet
and the new digital technologies should contribute to a solution.
听
"In the New Year, we will announce our programme
of action to connect with the licence fee payers who are our customers
and our owners. They deserve better than a passive role."
听
Michael Grade concluded by saying the 大象传媒 had contributed
significantly to the quality of life in the UK for over 80 years and
added: "If we want that contribution to continue
into the 21st century then it's clear the 大象传媒 has to change and change
radically.
听
"The leadership of the 大象传媒 is committed to making
those changes happen, so that a strengthened 大象传媒 can continue to meet
public expectations and public aspirations."
