Many moons ago, when BBC New Media was no longer new but was looking for a new name for its online and interactive services, I suggested BBC+. That was roundly rejected in favour of BBCi. It embraced internet, interactivity, and individuality. Hence the BBC iPlayer followed, echoing Apple iTunes and the iPod, and in turn the iPhone and iPad, which ended up being rather successful. It turns out that Apple, Disney and others have since preferred plus as the sign for their online video services. CBSi might have worked but they are going with Paramount Plus. The iPlayer is now a distinctive brand that has become central to the perceived future of the BBC. Yet it is an addition, rather than an alternative, to the long legacy of the BBC as a pre-eminent broadcaster and is not a substitute for a technology and distribution strategy.