BBC renames iMP under vision for digital era

The BBC has unveiled its creative vision for the digital era. The culmination of a year-long review of its current television, radio and internet content, the Creative Future blueprint will result in a complete redesign of the corporation's hugely popular web site to include more personalisation, richer audio-visual and user-generated content.

And the corporation's integrated media player (iMP), which—if approved by the BBC's governors following market impact assessments and public value tests—will be renamed the BBC iPlayer, offering access to programmes online up to seven days after broadcast on TV and radio.

Ten teams across the corporation explored what they think the media landscape will look like in 2012, what audiences may need and want and what the BBC needs to do about it.

Key recommendations also include:

BBC director general Mark Thompson said the Creative Review would position the BBC for the "second digital wave".

"The BBC needs a creative response to the amazing, bewildering, exciting and inspiring changes in both technology and expectations. On-demand changes everything. It means we need to rethink the way we conceive, commission, produce, package and distribute our content. This isn't about new services it's about doing what we already do differently.

"The BBC should no longer think of itself as a broadcaster of TV and radio and some new media on the side. 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."

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