BBC’s new video campaign draws mixed reaction from Radio Times readers: "Makes you think!"

A new BBC campaign which makes the case for its licence fee has drawn a mixed reaction from Radio Times readers.

The new three-minute film from BBC Creative, which was released on Sunday (19 July), stars Romesh Ranganathan as a disgruntled licence fee payer, who asks: “What has the BBC ever done for me?”.

The advert is a new musical version of a previous BBC campaign from 1986 led by John Cleese, and takes viewers on a whistle-stop tour of hit BBC shows including Doctor Who, EastEnders and Casualty.

Alongside Ranganathan, nearly 100 other household names star in the film including Alan Carr, Mary Berry and Ruth Jones.

There’s also an appearance from Louis Theroux at the end of the advert, who puts his hand on a giant on/off switch marked ‘BBC’ as he tells Ranganathan: “You know, none of this has to exist, if we don’t want it to”.

The campaign reboot comes at an important time for the BBC, as the broadcaster’s current royal charter that allows it to operate is set to expire by the end of 2027.

However, the advert has divided opinion among Radio Times readers and, while some defended the licence fee, others suggested it represents poor value for money.

“Great ad. Makes you think!” Liz Millar commented in response to the advert posted on our Facebook page, while Rachel Voaden said: “That’s a clever ad!”

“I’m a happy licence payer,” Linda McKiernan Wooler wrote, while Catherine Mainstone penned: “Point is you can watch a programme in its entirety on the BBC without any interruption. Luxury.”

On the more negative side, Jacqueline Gardiner wrote: “They are desperate to hold on to the licence fee, it’s really not fit for purpose anymore.”

Annette Fleming agreed, writing: “They’re getting desperate after losing so many licence payers.”

Meanwhile, Graeme Lee Wilkinson wrote: “Well that didn’t answer the question did it?” while Marc Sustins had an answer of his own for the question that Ranganathan poses in the advert: “Nothing, cost of living crisis…” he wrote.

Read more:

• BBC Radio 5 Live’s Rachel Burden opens up on changing tone of radio and maintaining public trust
• UK Culture Secretary says TV licence fee could extend to streaming services beyond BBC

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