From Media Guardian:
“In the latest attempt by those charged with overseeing the BBC to quantify the expectations of licence fee payers, the trust also found the terms habitually used by the industry to describe its role failed to resonate with the public.
Words such as innovative, ambitious, creative and challenging meant little, they said. In particular, the term distinctiveness was “seen as very uninspiring”. Instead, they preferred words such as fresh, new, different, inventive and imaginative.”
See my sceptical post about innovation.