The government has given the BBC the go ahead to rebrand it’s BBC Choice digital station as BBC 3 and officially go the youth channel route. But to avoid criticism of allowing the Beeb into a competitive commercial territory Culture Secretary Tessa Jowell has added some of the strictest public service requirements ever issued to a television station.
While wranglings continued to allow the BBC go the youth route they have slowly developed their Choice channel to attract the 15-30 audience. The main difference on the new channel, when it is launched early next year, will be the amount of original programming – Choice still relies on a lot of repeats from BBC 1 and BBC 2. The emphasis will also be on new talent, even on bought in shows, which will prevent BBC 3 from competing with Channel 4’s youth network E4 who rely on premier screenings of major American shows to win an audience.
Ms Jowell said BBC 3 should be: "genuinely distinctive, genuinely public service and genuinely innovative" and a "powerhouse. I am determined BBC Three should be a distinctive public service channel that is not competing with what is already out there in a vigorous market place. I believe the revised format will see BBC Three emerge as a real powerhouse for new talent, within which the independent sector will have a strong voice. It will be a first for British broadcasting.” To be sure her ambitions are met the government plan to review the channel’s performance after two years.
Director general Greg Dyke welcomed the decision, saying: "This has been a tough decision for the Secretary of State and, looking back, I think she was right to push us to define the channel more clearly. The new channel will be launched in the New Year, and I'm confident that it will bring a new public service concept to this currently underserved audience." An ITV spokeswoman added: "We have consistently sought assurances that BBC Three will provide a genuine public service for younger viewers rather than competing head-to-head with commercial broadcasters.”