They have to be very clear about what the standards are, and they have to reach out in a way that they haven't before and this is a long lines of the things I was talking about the BBC they have to try and become more representative of the communities they serve. The B B C is long been criticized for being too London centric for being too Middle class for being too a dominated by people who went to Oxford and they have. Acquire a reputation for caring about people outside that bubble and outside that privileged often London bubble and carry for what the daily lives of people who they don't live in close proximity too.