Red Button Revolution - Power to the People (30 Mar 2004)
The age of interactivity allows us to be driven simply by what viewers want. But the BBC difference is that we sometimes offer viewers things that they did not know they wanted.
We should never be driven by the lowest common denominator and I want programme makers to come up with ideas which could offer ancient history, science and any number of subjects in ways which will engage with mass audiences.
We have already seen some examples of that, but interactivity has to develop beyond voting someone out at the end of the programme by pressing your red button.
Article URL: http://www.bbc.co.uk/pressoffice/speeches/stories/bennett_mip.shtml
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