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 According to Mark Thompson, Director General, The BBC risks "losing a generation forever" if it fails to adopt radical and wide-ranging programming and content plans unveiled today, designed to satisfy and retain existing audiences and reach out to develop new ones. His remarks follow on quickly Media Secretary Tessa Jowell's remarks that the BBC will not get the licence fee deal it has asked for.
 Presenting the findings of the Creative Future review of BBC output to staff, the Director General warned that the corporation could become irrelevant, especially to younger audiences, if it did not develop a whole range of new broadband, mobile and interactive content, as well as radically overhauling much of its TV and radio output.
BBC "OUT OF TUNE"
"Audiences have enormous choice and they like exercising it," he said. "But many feel the BBC is not tuned into their lives. We need to understand our audiences far better, to be more responsive, collaborative and to build deeper relationships with them around fantastic quality content."
The plans he unveiled are the result of the year-long Creative Future project, sponsored by Mark Thompson and the BBC's creative director, Alan Yentob. The proposals drew on one of the largest audience research initiatives ever undertaken by the broadcaster.
RADICAL CHANGES COMING IN
The review proposals include putting the corporation's entire programme catalogue online in written archive form from tomorrow, but also outlines radical changes to BBC television, radio and new media output.
These include making fewer but bigger dramas, creating a specific teen brand, refocusing its energies on sports coverage and appointing a new editor of sport.
TRADITIONAL: MODEL "CHANGED FOREVER"
Following his announcement to staff earlier today, in his Royal Television Society Fleming Memorial Lecture tonight, Mr Thompson will claim the traditional broadcasting model has changed forever for the BBC.
NO LONGER JUST A BROADCASTER
"The BBC should no longer think of itself as a broadcaster of TV and radio and some new media on the side," he will say. "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.
"TRADITIONAL MEDIA WILL BE SWEPT AWAY"
"The foundations of traditional media will be swept away, taking us beyond broadcasting. The BBC needs a creative response to the amazing, bewildering, exciting and inspiring changes in both technology and expectations. "
HIGHEST QUALITY COSTS MORE
Mr Thompson will say that the new strategy "concentrates uncompromisingly on content of the highest quality costs a great deal more than one which mixes outstanding output with repeats and content of low ambition".
"That's why the BBC's bid for more resources to make quality content is the most important line in the whole licence fee submission. It's what the public wants and expects."
Observers say the Director General's comments are a first response to Media Secretary Tessa Jowell's statement that the BBC will not get the increase in licence fee it has been asking for, of 2.35% above inflation every year for the next seven years. This would bring the BBC licence fee to £180 per year.
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