By Torin Douglas BBC media correspondent

Mark Thompson is new in the job

Michael Grade and Mark Thompson - both new to their jobs - launched their manifesto to an audience of 300 broadcasting executives, regulators, politicians, editors and other opinion formers.

Their reaction suggests the BBC's new chairman and director-general have got off to a promising start.

In the past the BBC has sometimes been seen as arrogant, ignoring views it didn't want to hear, particularly from rival broadcasters and independent producers.

Michael Grade prompted laughter when he recalled a comment by Sam Chisholm, the former head of BSkyB: "Michael, dealing with the BBC is like dealing with the laundry. Nothing ever comes back."

'Encouraging'

Mr Grade said the BBC had shot itself in the foot by failing to meet its 25% quota for independent producers.

"It made it look as though the quota wasn't taken seriously. It gave comfort to those who accuse the BBC of arrogance. But worse it denied licence payers access to some of the best programme-making talent. We will not let this happen again."

That promise was welcomed by Andrew Zein, chairman of PACT, the independent producers' alliance.

"It's certainly encouraging, if Michael and Mark are able to deliver what they've promised today."

Radio executives welcomed the announcement that the BBC governors are going to issue licences for every radio network and TV channel and hold the management to account.

It won't be a case of 'Assistant heads must roll'. Top jobs will be on the line Michael Grade

They've often expressed a grievance that the BBC networks, such as Radio Two, have been allowed to change their programme plans at will, while commercial stations have had to stick to a tight remit which they can only change with permission from the regulator.

Mr Grade made it clear that these licences would be taken seriously. They'd set out in detail the channel's remit, objectives and budget.

He said cynical and derivative programmes would be eliminated and that the governors would insist on the restoration of serious current affairs to its proper place, including BBC One.

Sites closing

"The governors will hold management to account against these licences. And if the conditions aren't met, it won't be a case of 'Assistant heads must roll'. Top jobs will be on the line."

At the core of the BBC manifesto is the public value test, ensuring that each service or channel adds something that a purely commercial system would not provide.

Mark Thompson revealed that the test had already been tried out on the BBC's online services and that not all of the sites had passed.

"As a result, we intend to announce the closure of some of the BBC's online sites within the next few weeks."

The idea of the BBC closing services - rather than constantly expanding - is another novelty, in its rivals' eyes.

According to Mr Grade, "the governors' view is that imperial ambitions are a thing of the past".

Some at the launch found it hard to square this with promises to launch and deliver the BBC Digital Curriculum to every school in the UK; to launch a whole new raft of educational campaigns and initiatives; to create new local services in Scotland, Wales and Northern Ireland and to extend local radio coverage in traditionally under-served parts of the country.

But if they don't like it, at least it will be easier for them to complain.

The BBC is to launch a more open complaints system - including new radio and TV programmes and online sites where grievances can be aired and discussed.