“The BBC does not duplicate the sponsored content and native advertising increasingly embraced by publishers” Image: Andrew Matthews / PA Wire/Press Association Images. All rights reserved
Distinctiveness is the keyword running through the BBC White Paper but to understand the proposals we need another word: advertising. We can speculate on the driving motivations, from grandstanding free-market ideologising to petty political point-scoring, but one explanation stands out: the White Paper delivers to those commercial media and advertising interests wanting to get more of us to switch from BBC services to services that carry advertisements.
It does not deliver everything the advocates of immediate dissolution of the BBC want, of course, but it accepts and advances the commercial case to cut competition for audiences in lucrative markets. The majority commercial view is that the BBC is a tolerable if not advantageous presence, as long as they can enjoy the greatest commercial opportunities that the political system can deliver from BBC reform.
