Quality always outs in the end and that’s why the BBC websites do well.

There are so many people who consider themselves news commentators and analysts who barely know how to script a sentence of the English language. Their egos may get a boost from writing blog commentaries where they mouth off about the world, but their audience is 0.0000000001% of the professional journalists that the BBC employs.

The latest Ofcom report (August 2007) published interesting figures around the development of DAB digital radio - cited as one of the two fastest growing digital platforms in the average family home (the other being 3G mobile). Patterns of consumption however, tells a diferent story.

Despite the range and number of platforms ever-growing - 389 stations available at last count, June 2007 - the actual overall audience is decreasing. Listening hours over the last year are down by 0.5% on average across the UK population.

Yet somehow, within this decreasing audience, the BBC have managed to achieve an increase of the market share - by 0.6% in the same time period.

Perhaps this is an indication that, in a world where we are being offered complete control of our own media consumption, and faced with individual choice at every turn, we are actually returning to those traditional sources we know and trust? Only in their new format - tradigital, if you like.

Maybe people can only enjoy spreading their loyalties so far before looking for a sense of authority to guide them through their increasingly disparate digital world.

The BBC is indeed coming.