Rebuilding trust
Several years ago when I was controller of Radio 4, I commissioned the Reith Lectures from the philosopher and ethicist, Onora O鈥橬eill. She took as her subject the issue of trust and argued that the so-called 鈥渞evolution in accountability鈥 of the last decade, with its ever increasing micro-performance measures, had singularly failed. This revolution had not reduced mistrust in institutions. Rather, she argued, it had actually reinforced a culture of suspicion and disappointment.
Onora O鈥橬eill鈥檚 lectures struck a nerve with a huge number of listeners as well as The Sun which ran a glowing editorial on them 鈥 definitely a first for the Reith Lectures!
We have a lot of performance measures at the 蜜芽传媒 and I daresay we can look forward to more. Many of them are valuable 鈥 they connect us with the attitudes of our audiences for example and give us insight into our weaknesses. But as the events of the summer demonstrated with horrible clarity, you need a lot more than performance measures to build trust between your organisation and the people who use your services.
The that some of our competitions had been codded and some of our winners didn鈥檛 actually exist was a shock to many inside and outside the 蜜芽传媒. A few tried to shrug it off. Others took comfort from the fact that no-one at the 蜜芽传媒 made a bean from these incidents - unlike some of our commercial competitors whose faked competitions made millions. But the vast majority of 蜜芽传媒 people know that if you take the public for a ride 鈥 whatever your motivation - you will not be readily forgiven. It鈥檚 fundamentally disrespectful to the audience which pays for you.
So 2008 will be an important year for rebuilding a battered trust with our audiences. Some of it will include performance measures: everyone involved with content must do the Safeguarding Trust course for example and the 蜜芽传媒 Trust will be counting to make sure they do. Parts of the press have depicted this training as a kind of Maoist re-education camp where we learn to tell the truth. I鈥檝e done the course and they鈥檙e wrong: it鈥檚 a rigorous seminar about artifice and truth in production techniques with lots of discussion and debate. And yes, there are some right and wrong answers and yes, people understand and accept them.
But training is only part of what we must do next year. The real challenge in 2008 is the same as it is every year. It鈥檚 about good old fashioned integrity. It鈥檚 about living up to our values on a daily basis and being confident enough to own up when we fall short. In News, that means accuracy, impartiality, independence, fairness and open mindedness remain at an absolute premium.
Recently I was talking to a group of very bright and thoughtful senior journalists at Radio 5Live. One of them said that in the current climate, people are now fearful about making mistakes. Might we be in danger of killing creativity?
I don鈥檛 think so. I want people to be imaginative and take calculated creative risks and there鈥檚 absolutely no sign of this waning in the organisation. But I think that we should be alarmed about getting things wrong and making mistakes for a very simple reason: people in overwhelming numbers believe what we tell them. We must never take that lightly. It鈥檚 a huge responsibility and privilege. Indeed, it鈥檚 what trust in 蜜芽传媒 News is all about.
As 2008 begins, we shall endeavour to continue to earn that trust. And I know that you will keep us on our toes as we do it.


The scheme we featured is one which has evolved through necessity. They really do make waste metals into ploughshares. It also raises big issues for us. Whenever I get worried about my own levels of waste, I always go back in my own mind to places like it - everything seems to be precious and people wouldn't dream of throwing away something they could recycle.
For instance: 
The magazine publisher - on his generally rather good blog - has at last night's Newsnight send-up of the Lib Dem leadership contest as the X Factor. He asks, "have they done some research that indicates that people are more likely to tune into a current affairs programme if all the items are tricked up like student skits?". 

But - some texters pointed out - if Radio 1 has banned the word "faggot" why are you, Newsbeat, using it? In fact, the word has been used more times in our news coverage of the story than it would have been in the handful of plays the track would have got between now and Christmas. They've got a good point: but we can't tell the story or inform the debate on it all - unless we do use the word.
There's a larger story too: the pressure that regulators are, rightly or wrongly, putting on broadcasters to avoid offensive words and phrases in music and the greater public scrutiny that broadcasters are under. There's a big debate going on about violence, lyrical content and sexism in hip-hop lyrics and homophobia in reggae dancehall. Again, it's for you to decide whether this scrutiny is right or wrong - an infringement of artistic creativity or a justified defence of minority interests - or perhaps just meddling by journalists? That's a debate for another day but this debate is helping to shape the landscape of modern music broadcasting.
How much time should a news programme give to covering these big themes?
Two weeks ago, in the first of our 'Mad about Food' series, Jeremy Cooke gave a graphic visual account of the when he watched buckets of prime cod being thrown dead back into the sea because the quotas for this particular fish were exhausted. Ministers here and in the European Union agreed the rules needed to change.
Supermarkets deliver huge choice, convenience and often low prices - it's where the majority of us choose to buy our food. We'll be reporting on some of the local food initiatives but also the overall environmental impact of the sourcing, transportation and refrigeration of the food industry. But we won't ignore the positive results of the international trade for emerging markets like Kenya - where deals with British supermarkets lead to employment and economic development. 

Today was the funeral of Mike Donkin, the 蜜芽传媒 News correspondent who died of cancer last week at the age of 56.
Iraq was a country Mike visited at various points in its recent troubled history. What Mike always tried to do was to make his stories come alive by telling the story of ordinary people 





The reason why it was commissioned is simple: audience research revealed that while 蜜芽传媒 News remains extremely popular, it could do more to attract younger audiences and what the Americans call "blue collar workers". We discovered many people in these groups found traditional news programmes didn't speak to them and would prefer a different approach.
Many of the articles have claimed this is an example of the 蜜芽传媒 "dumbing down" - I believe this is wrong for a number of reasons:

