George Entwistle told BBC staff at the broadcaster's New Broadcasting House that the BBC must deliver "world-class creativity" and that he believes that "we owe our audiences a determined effort to raise the creative quality of what we do".
George Entwistle also promised a "radical simplification" of the BBC's management structure.
"There's only one thing that will guarantee the future of the BBC - the continuing love and trust of our audiences," he told staff. "We must not stint in our effort to improve the creative quality of what we produce."
He said the emphasis will be put on creative production - "on creative people doing creative things, on our audiences and the exceptional quality of work they deserve".
George Entwistle also announced that he will cut the BBC's management board from 25 to 12. "It will remain increasingly difficult in the years ahead to remain successful in the United Kingdom without success overseas too," he said, underscoring the importance that the BBC remain and grows as an international broadcaster.
"I like working in an environment of creative confidence and respect where nothing is unsayable as long as you find the right way to say it. My aim is to be accessible; to fix any nonsense I find."
