We know that younger audiences are turning away from TV news - that's not new. But OFCOM's report this week makes some bold suggestions about how we might halt this trend, as well as analysing the reasons behind it.
One of those is doing away with impartiality rules "for all but key public service broadcasters". The idea here, is that will make for more opinion-led, partial bulletins everywhere on the scale from Fox News to the Daily Express to the Independent and leftwards.
I think that's tosh.
Oops, there goes my impartiality.
Younger audiences are much more media savvy than that, and they "get" this stuff. They know where there are no rules, where it's a free for all on the web, where anything goes. They like that. But they also sometimes want a fix of impartial and balanced - and we should help them to know where to go for that fix. But it needs to be interesting not dull.
Our problem at the BBC in news is while that many audiences respect what we do, some younger and ethnic minority audiences are put off - not by impartiality - but by our inability to make it matter to them. We don't do enough to explain why these apparently dull stories are interesting and relevant: we don't do enough to make them accessible. Our agenda is sometimes too narrow to feel anything other than a conversation between some middle-aged people from which others are excluded by lack of background knowledge or the tone of the discussion.
And that, of course, is the classic dilemma for the BBC. Paris Hilton's name only has to cross a newsreader's lips for an outcry of "dumbing down" - editorials in the papers and raised eyebrows from politicians and the chattering classes. As a result, we have been known to get a bit cautious editorially in the face of this onslaught.
I think what young audiences want is robust, interesting, passionate debate about stories and issues that affect them and their lives. The voices we hear should be more outspoken, less impartial and from wider, and yes, more extreme, viewpoints. But the glue that holds this together should be the context and impartiality of our journalism - true to it's founding ideals. We should give everyone a say - at the moment we don't always do this. When we do, we'll be stronger, and younger audiences will respect us for it.