David Yelland

And there's been a huge amount of discussion around that.

I mean, what do you, when you see that kind of talk, what do you think about it?

Six, seven, six, seven moment.

I mean, they need to understand what's going on, but not necessarily get involved, right?

Because if it's inauthentic, it is going to fail.

I have observed, Anushka, that a lot of people in my generation, you know, in the media elite, they don't understand the digital world and then they suddenly dive into it.

And if you do that, you can make a massive mistake.

You've got to understand it before you get involved.

I don't know what I am.

You'll put us all out of business if you do, to be honest.

You think that works?

Well, you talk about real people and there is the crux of the problem, Anoushka, because in business, if I had a pound for every time I've heard a CEO or a big business boss say, it's not about me, I don't want to front this.

In other words, we'll put a press release out and it's on behalf of the company.

And it doesn't work because it has to be a human being.

And on Fame Under Fire, you talk more, as you said earlier, about major celebrities.

We talk about business, but business doesn't understand, in my opinion, that if it's going to move into your world, it has to be fronted by a human being.

And we have to see, don't we, all aspects of that human being.

You have to see them, you know, having breakfast or whatever.

Do you want to talk a little bit about what you've had to do in your social media?

Yeah, the classic BBC news division policy.