Audiences changing faster than ever before As we move towards analogue switch-off, the end of the digital divide and the beginning of a real 'digital democracy', the BBC needs to cater for three different mindsets often found in the same person.



Analogue - 'Anna'

This is the mindset of traditional broadcasting in which largely passive audiences use TV, radio and online for entertainment, relaxation and information.



Analogue/Digital - 'Andy'

This is a mindset demanding greater and easier access to traditional and new types of content and often the ability to interact with it.



Digital - 'DJ'

This is a mindset many of us struggle to understand at the moment but one which is spreading fast. It's a mindset of audiences who are participating more actively, sharing their opinions, creative ideas, experiences and their own eye-witness reports. Here, the BBC is as much a space and a link, empowering audiences to self-create, as it is a content provider.

What does this mean for the BBC?

We need to consider how 'value' is created and enjoyed is for people in these different mindsets, acknowledging that people are moving at different speeds, and many will still want passive entertainment even in a fully digital interactive world. We call this the 'hybrid world'.



The BBC's challenge is to satisfy all audiences in this 'hybrid world' of today and tomorrow . We've got to keep 'Anna' connected while also serving 'Andy' and 'DJ'.



It's not an easy call but we must do it.