BBC News Chief Warns Of Need To “Urgently” Win Over TikTok Generation

The BBC‘s new news chief has revealed that one of her top priorities will be winning back young viewers.

In her first message to staff since being named director of news last week, Rachel Jupp said that BBC News must “adapt urgently” to ensure the UK broadcaster is meeting audiences where they consume content.

In an email seen by Deadline (copied in full below), the former Panorama editor wrote: “People are changing how they get their news and too many of them, particularly younger audiences, aren’t finding us.

“We need to adapt urgently – we need to be where they are, with journalism made for them. To do that we need to be clear about how we can improve, we need to test new ideas, and we need to judge our success on outcomes, not just activity.”

The latter comment echoed words from Matt Brittin, the BBC’s new director general. Brittin told staff last week: “I’d like us to celebrate activity less, and outcomes more.”

Jupp, who started her new role on Monday, officially replacing Deborah Turness, acknowledged that there is uncertainty in the newsroom about job cuts. She plans to share more information about savings plans later this month.

“I know you’ll want to know about the savings we need to make to meet our budget. We will set out some of our proposals this month and others will come later. I will announce changes as soon as I can, and recognise that uncertainty is difficult,” she said.

BBC News announced in June that it was canceling shows like Radio 4’s The World Tonight to save £25M ($33.5M), but the division still needs to find another £25M of savings in the coming months, meaning many journalists are bracing for more bad news.

Listing her priorities, she added: “Support distinctive, quality journalism. I’ll be asking for original reporting, sharp analysis and more investigations, all delivered to the highest editorial standards.”

Jupp, previously BBC News‘ director of news documentaries and long-form journalism, now oversees the biggest newsroom in the UK. She will be paid a salary of £400,000 ($528,000), which is £50,000 less than her predecessor.

Dear all,

Today is my first day as Director of News, and I want to start with some thank yous. Firstly for the warm and generous welcome you’ve given me since my appointment was announced.

I appreciate the year has been difficult for BBC News, with leadership changes and the need to make savings, to live within our budget. I know many of you are going through changes in your teams and I understand the personal impact that can have.

Thank you for the professionalism and commitment you have all shown. I want to particularly thank Jonathan Munro for his work over the last eleven months. He has provided vital stability and leadership to the division through a really tough time for the BBC, and thank you to Fiona Crack, for her stewardship of the World Service during this time.

I am so proud to be leading BBC News. Every day, our teams report from places others can’t or won’t go to. We break stories, deliver editorial excellence, explain a complicated world and hold power to account, for audiences across the UK and in 45 languages around the world. Our work is incredibly important. As Matt said last week, a key part of the BBC’s public service mission is pursuing the truth and it’s time to recommit to that and reinvent how we do it. For me, that means high quality journalism, wherever our audiences are. The need for accurate and independent journalism has never been greater.

I know people want a clear sense of direction about the future of BBC News. My priorities will be:

To support distinctive, quality journalism. I’ll be asking for original reporting, sharp analysis and more investigations, all delivered to the highest editorial standards.

To reach audiences where they are, embracing new platforms, formats and ways of telling our stories. I want to think about creative, engaging storytelling, for whatever platforms our audiences are on.

To build a sustainable BBC News, using technology and innovation to work more efficiently and live within our means.

People are changing how they get their news and too many of them, particularly younger audiences, aren’t finding us. We need to adapt urgently – we need to be where they are, with journalism made for them. To do that we need to be clear about how we can improve, we need to test new ideas, and we need to judge our success on outcomes, not just activity.

I’ve been addressing the challenges of digital transformation throughout my career. I started at Channel 4 News, where I was a producer, news editor, output editor and then Head of Home News. I joined the BBC as Deputy Editor of Newsnight and then became Editor of Panorama. More recently I’ve worked across BBC Content, led the BBC’s work on generative AI, and been Director of News Documentaries and Long Form.

I’ve always loved working in News, and I want to provide the opportunities I’ve had for the next generation of journalists. I also know that it’s a demanding career – I have three children, and I want journalism to be compatible with supporting your family, and enjoying life. To help others manage competing priorities, I sponsor the BBC’s Parents’ Network.

As Director of News, you can expect me to be visible, to be engaged in editorial discussions and to be open about the decisions we need to make. Trust matters – internally and externally – and it is built through listening, through communication and through action. I have a collaborative approach, and I want us to work closely with other colleagues, including in Nations and Local, in Content and in Studios.

Over the next few months I’ll be visiting newsrooms across the UK and meeting many of the international teams. I want you to be honest – share work you’re proud of, tell me what’s working and what isn’t.

I know you’ll want to know about the savings we need to make to meet our budget. We will set out some of our proposals this month and others will come later. I will announce changes as soon as I can, and recognise that uncertainty is difficult.

But I am determined that the changes we make now will mean that BBC News will thrive in the future, and that our vital journalism will continue to be as valuable, and valued, as it’s always been.

I’m hosting an all-staff call on Wednesday where I’ll talk more about my vision and priorities – and you can ask me anything. Other members of the News Board will be there too. A calendar invitation will be sent shortly. If you can’t make it, feel free to send questions in advance. You can also always email me – I want to hear about your ideas.

Thank you for everything you do. I’m looking forward to working together.

Rachel