Richard Deverell wants everyone to know that the BBC’s long-promised, much-discussed and often derided move to Salford is about to begin.

“It’s happening,” he says. “We start moving in from early May.

“We’ve been planning this for about five years so it’s quite an exciting moment. Suddenly it’s about to become real.”

Richard is the Chief Operating Officer for BBC North. He is the project’s “general sorter outer” and has quite a job on his hands. The corporation is moving around 2,300 posts to MediaCity, with whole departments like BBC Children’s and Radio Five Live relocating from London, and the BBC’s existing Manchester-based staff moving in too.

The move has prompted ongoing controversy, with many staff refusing to transfer to Salford and commentators criticising the cost. Within Greater Manchester, though, it has been enthusiastically welcomed.

Many believe it will transform the region’s creative industry. A staggering 48,000 people have registered on the BBC North jobs website. Now, after years of planning, promises and negative publicity, the move has almost arrived.

By the Manchester Ship Canal, where Salford docks once stood, MediaCity is taking shape, fast. It’s a striking sight. New buildings stand waiting for staff to move in. Richard strolls around, pointing out landmarks that weren’t built just a few months ago.

“It’s like an architect’s model at the moment. A bit lifeless, in a sense, but it’s about to come alive.”

But can this project, huge though it undoubtedly is, meet the expectations of local people who are anxious for it to succeed and overcome the objections of those naysayers who seem eager for it to fail?

“I think the site sells itself,” he says. “Once people start making programmes here, once they are confident it works, I think it will have its own momentum.

“It’s a big project. This is a 30-year commitment. Our contribution to the regional economy will be very important.”

Having an impact in the north of England has been the aim from the outset, and not just in economic terms. “Put simply, the further you are from London, the less well inclined audiences are to the BBC.

“The idea was that by shifting significant departments to the north we would, over time, create programmes that are more relevant here.”

Yet the move up north hasn’t received universal approval from within the corporation. Of the staff told their jobs would be moving to Salford, less than half have agreed to relocate. Have old stereotypes about the north put people off? Not according to Richard, who insists the number agreeing compares well with moves by other organisations.

“I have never had the slightest hint that the reason someone is not moving is to do with the north. They are always domestic reasons.

“I’ve never come across a hint of anti-north prejudice. This is mythology cooked up by the Evening Standard.”

Indeed, some of the press coverage of the BBC’s move has been vociferous in its opposition. Salford has been portrayed as an industrial wasteland and cultural desert where no cosmopolitan Londoner would dare tread.    

“It’s almost comical some of the prejudice that has been revealed. It’s a peculiar old-fashioned mixture of ignorance and prejudice and I think it’s a load of nonsense, actually.”

Originally from Southampton, the former Controller of BBC Children’s admits his knowledge of the north is limited. “I don’t know this area very well. I need to explore more and I will.

“As a child, all of my holidays were in the Lake District. So, to me, Manchester equalled nearly at holiday. I have to confess my experiences of the city were limited to driving past it.”

He intends to live in Salford during the week, travelling from his home in London. He hasn’t committed to living here
full-time yet.

“It’s to be decided. I don’t know. But I will be right here, working on site, from the start.”

Known to be an ambitious executive, his passion for this project is clear. He speaks with relish about the possibilities it presents the BBC. Any concerns the corporation will suffer a dip in quality are dismissed. 

“Fifteen years ago, Granada produced six of the top ten performing shows on ITV. Granada, in Manchester, was the creative powerhouse for the whole of the network. There’s no reason why we can’t repeat that success.”

ITV’s decision to leave its Quay Street site and move to MediaCity gave the project a huge boost. So did the BBC’s decision to move Breakfast to Salford. The morning news show will arrive next March.

“It’s historic. The BBC has never had a network TV news show broadcast from outside London before,” says Richard.

But the decision has attracted sneering headlines, with many questioning if the programme will still attract big-name guests onto its sofa.

Research carried out by the editor of Breakfast has suggested this will not be a major issue. Less certain is the future of the programme’s presenters. Some, including Sian Williams, have yet to commit to Salford.

That, though, could free up opportunities for local talent. Richard believes the BBC will take on 500 new staff in various positions.

The corporation will also create 100 apprenticeships for entry level roles. They will be offered to people from Great Manchester with no experience in the media and no relevant qualifications. The first intake will start this September.  

Demand for these, and other opportunities, will doubtless be high. The BBC North jobs website is already massively oversubscribed. 

“It’s a fantastic vote of confidence that 48,000 people have raised a flag and said I’m interested in a job within this organisation.”  

“The vast majority will be disappointed. We need to be open about the competitive nature of the challenge. But also encourage people to stick around to see what other opportunities there maybe.”

Does that mean the BBC could move more jobs to Salford? “It’s an open question. The potential is enormous. I suspect in the long-term the BBC will move more jobs here.

“It’s very cost effective if you look at the alternatives.”

The one-off cost of the move is about £200m. A figure of £877m is often quoted, but this refers to the initial outlay plus 20 years of operating costs.

In fact the move to MediaCity will be no more expensive than if the BBC stayed in its existing buildings.

But there is one crucial issue yet to be resolved. In Salford, the BBC’s neighbours will include Manchester United.

A little embarrassingly, Sir Alex Ferguson has refused to talk to the broadcaster since 2004 when it showed a documentary about his football agent son.

Wouldn’t Fergie be the ideal guest on the Breakfast sofa when it moves to Salford?   

“We would love to have Sir Alex on the Breakfast sofa. He’s obviously an enormous figure with an extraordinary track record of success. We would love to build bridges with him and I hope we can.

“That point has been noted and acted upon.”

It seems Richard has thought of everything. It would be impossible not to be impressed by him and his commitment to this project. Now, he just has to deliver.

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