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Media: A Moment with Marquis.(management styles of Lord Birt and Michael Grade)

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| March 04, 2005 | COPYRIGHT 2005 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan.  All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Lord Birt is a clever and successful man. He has been clever and successful in several ways, not least in turning himself into one of the prime minister's most trusted advisers. But you have to wonder whether giving him a role - any role - in determining the future of the BBC was right.

In his time as director-general, John Birt brought about some of the most radical changes the corporation had ever seen. In many respects his move to more of a 'market economy' at the BBC was welcome and overdue.

But in implementing his vision, he failed to carry the hearts and minds of BBC employees and, in the end, his reign was seen as harsh, bureaucratic and anti-creative, in stark contrast to that of his 'man of the people' successor, Greg Dyke.

With this record, does Lord Birt not carry too much BBC baggage to be able to provide a dispassionate assessment of the future of broadcasting and the BBC's place within it? You could argue that his extensive experience of broadcasting makes him ideally suited to the 'blue sky thinking' role in which he has been cast, but against that you must weigh a very personal but all too public antipathy to the current BBC chairman, Michael Grade.

It is hard, looking at the two of them now, to imagine them as friends back at ...

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