Ashley Highfield Audience Quotations

Audience needs are changing -- they want to consume media on their terms, anytime, anyplace, anyhow. If we want to stay relevant in the digital age, the BBC must respond to this challenge by some seriously good technological innovation, resulting in products like iMP, through partnerships such as this one with Microsoft.

Audience expectations have grown. The Internet is a hugely compelling platform for us.

It's all about putting the audience in the driving seat.