There is a distinct contrast between the clear commercial strategy of Sky and the confusion over public value at the BBC. Sky has pursued its strategy with remarkable consistency, combining long-term vision with a relentless focus on bottom line performance, clearly communicated to both shareholders and customers, with an emphasis on the user proposition and experience. The BBC management has meanwhile produced a range of increasingly complex proposals but has been unable to convince even its own governing trust that some of them are to the benefit of public that in a sense represents its shareholders and customers. What is apparently missing is a sense of industry leadership and a technology roadmap that demonstrates how the various initiatives that emerge from the BBC will come together into a coherent strategy that will ultimately preserve the widely respected position of the corporation.