Wednesday, 19 September 2012
20 Per Cent More Creative
On the Today programme this morning, Jon Humphrys interviewed the new BBC Director General, one George Entwistle - the latest deeply uninspiring DG, this one apparently given the top job as a reward for presiding over the Jubilee River Pageant omnishambles; such are the ways of the BBC. His declared aim is an increase of 10 to 20 percent in 'creativity'. Now, Humphrys fired a few well-aimed (and well-merited) potshots Entwistle's way, but at no point did he ask the obvious question. What does he mean by 'creativity', and how would he know when he had achieved his 20 per cent increase in it? I ask because I genuinely have no idea. Does he simply mean productivity - i.e. creating more programmes? Or more programmes of a kind labelled 'creative', so that, say, turning out more dire dramas and crass sitcoms would tick the box? Does he mean being creative in coming up with new ideas or smarter ways of using resources? Creative accounting? I've no idea. Presumably he and the other grandes fromages at the BBC know what they mean, but I wish Humphrys had at some point asked him.