The audience insight initiative was originally tested on a trial basis within the BBC's documentary and contemporary factual department earlier this year.

"The appointment of Justin really is a significant step in our ambition to put audiences at the heart of the BBC," said Duncan. "We believe the expertise and insight that this new team will bring to our programme development teams will encourage greater creativity in everything that we do."

During his time at Leagas Delaney, Bairamian worked for clients including The Guardian, Opodo, Intercontinental Hotels and Nationwide Building Society. His previous roles include positions at WCRS and Saatchi & Saatchi.

The BBC's efforts to improve the way in which it responds to the perceived needs of its audience comes at a time when the corporation is under close scrutiny as the renewal of its Royal Charter approaches in 2006. During the run-up to this period, the BBC will have to convince the Government and the public of its effectiveness as a public service provider and to justify the way in which it is funded.

A number of cases from members of the public are due to be brought to court against the legality of the licence fee system. Jean-Jacques Marmont of Oxfordshire has filed a case against the BBC under the European Convention of Human Rights and claims the licence fee breaches his right under Article 8 of the convention to receive information in the privacy of his home.

The Conservative Party and the BBC's commercial rivals are also among those who have attacked the licence fee.