Armando Iannucci Delivers MacTaggart Lecture

Armando Iannucci says the BBC should market its shows more aggressively overseas in order to take the pressure of the licence fee at home.

The creator of The Thick Of It has spoken about changing TV viewing habits and how to safeguard the future of television while delivering this year's MacTaggart lecture.

The lecture was held before a large crowd during the Edinburgh International Television Festival.

He said: "If the licence fee is under strain, then let's supplement it, not carve it up, by pushing ourselves more commercially abroad.

"Use the BBC's name, one of the most recognised brands in the world, and use the reputation of British television across all networks, to capitalise financially oversees.

"Be more aggressive in selling our shows, through advertising, through proper international subscription channels, freeing up BBC Worldwide to be fully commercial.

"Whatever it takes, frankly, let's not be icky and modest about making money."

Iannucci praised British television audiences and the industry, saying the successful format of UK television has been copied by channels in the US.

He said: "If Britain is at the top of its game in TV creativity, I think it is because we have the best audience in the world.

"It takes the difficult, and the idiosyncratic, and makes it popular. That's why we in television should feel lucky to be born in this country."

He added that the future success of British television will depend on broadcasters' willingness to trust the "creatives" who know how to make good programs.

"I believe we are the best in the world at what we do, and I am prepared to act on that basis," he said.

The MacTaggart lecture is the agenda-setting highlight of the annual gathering of the most influential figures in TV.

Oscar-winner Kevin Spacey, Greg Dyke, Jeremy Paxman and three members of the Murdoch family have previously delivered the prestigious address.