Today director general Mark Thompson unveiled the BBC's new structure for delivering his Creative Future strategy of "Martini media", delivering content "anyplace, anytime, anywhere".
So it's farewell, then, to Greg Dyke's petals, and hello to Thommo's, er... Looney Tunes? Only with Marketing Communications & Audiences at its centre, instead of Bugs Bunny.
BBC staffers who have been working in TV production or broadcasting for more than a decade may be forgiven for thinking it's more Back to the Future than Creative Future.
For after three major reorganisations in 10 years - John Birt's broadcast-production split, Dyke's petals and now Thommo's Looney Tunes - TV channels and production are back together in one big happy family, under Jana Bennett in BBC Vision. Just like they used to be, pre-Birt's 1996 restructuring, under Will Wyatt in the old network television division.
There are signs that BBC staff are getting tired with Thommo's continuous revolution, with some likening it to the constant restructuring of the NHS.
Some programme-makers may also be harrumphing about the idea of Tim Davie's BBC marketing communications and audiences outfit being officially designated as a "creative division".
But what do you think of Thommo's reorganisation? Just more deck chair shuffling; or a sensible way of re-engineering the BBC's operations for the digital media age?
