The BBC is a central part of British life, shared culture and international standing. It is the British public's most important and trusted news provider in a world of global fake news; a hugely popular, low-cost source of universally available information, education and entertainment - watched and listened to by most people for at least a couple of hours every day, despite stiff competition; and the crown jewel of the UK's global reputation. But the BBC is in peril as never before in its long history. It faces ever-increasing competition and threats from new technology and consumption trends. It suffers relentless attacks from a range of hostile players motivated by their own political and commercial interests. And it faces deep funding cuts. These pressures may even destroy it within a generation. We must not end up recognizing what its value was only when it's gone.

If the BBC is destroyed it will be almost impossible to rebuild it. This book is a powerful wake-up call to halt the destruction of one of our greatest assets, built up over almost a century, before it's too late.

Patrick Barwise is Emeritus Professor of Management and Marketing at the London Business School, specialising in brands, advertising, media, and broadcasting policy. His previous books include Television and its Audience and The 12 Powers of a Marketing Leader.

Peter York is a cultural commentator, management consultant, author and broadcaster. His previous books include The Official Sloane Ranger Handbook and Authenticity is a Con.