The BBC is once again under political pressure, as the government consults on decriminalising non-payment of the television licence fee and suggests that it could be replaced with a subscription by 2027, when its charter is due for renewal. The BBC needs a big bold creative vision to justify its future. To inform, educate and entertain, in that order, is an ambitious and admirable mission. Requiring payment for a licence to watch television may be an untenable anachronism. A subscription alone seems unlikely to sustain the BBC in its current form but promoting some of its services as apps with logins may suggest it will. Emulating services from much larger media and technology multinationals may not be the smartest move if the BBC wishes to promote its public purposes.