Capricorn and the BBC'S national identity
The Media Medium looks for signs in Taurean Greg Dyke's
MacTaggart speech at the Edinburgh TV festival
Dyke aims to make this old Capricorn Auntie " more exciting,
more gripping", but she faces the unanswerable dilemma of
justifying a licence fee in an age of commercial channels. He
wants universality - free, public service broadcasting - with
channel genres and a creative environment for talented people.
Will his strategies work?
Dyke's realistic, business-oriented Taurean nature (20/5/47)
peppers his lecture with talk of cash for this and cash for that.
With the Gemini Twins also strong, he should move deftly between
public service broadcasting and commercial profit, from analogue
past to digital future. The immediate prospects look good. The
BBC has tremendous leverage with its vast programme content
through pay-on-demand and IT related services. Radical changes
can be expected in June 2002 when the Sun joins hi-tech Uranus,
favouring creative outsider talent.
But there's something missing. Media today has the Jupiterian
role once performed by the church or the law, providing ethical
and spiritual authority, but this isn't the language of modern
times. Dyke's Taurean approach suggests management, not vision.
To hold its archetypal place in the nation's psyche, the BBC must
take this on board, with Dyke or without him.