The BBC’s new Director-General has warned staff who want to be opinionated columnists or woke online campaigners ‘You should not be working here’.
Tim Davie, who took over this week, said the broadcaster needed to ‘urgently champion and recommit to impartiality’.
He insisted his drive was ‘about being free from political bias, guided by the pursuit of truth, not a particular agenda’.
But it came just days after he floated a radical overhaul of the broadcaster's comedy output in the coming months, over fears it is seen as 'too one-sided'.
And his latest remarks - widely seen as a swipe at woke presenters mouthing off on Twitter - came on after he ordered a u-turn on a ban on Rule Britannia and Land of Hope and Glory at Last Night of the Proms.
The comments came in his first official speech in Cardiff on Thursday lunchtime.
He said: ‘We urgently need to champion and recommit to impartiality. It is deliverable and it is essential.
BBC’s new Director-General Tim Davie made his first speech in his new job today
‘If you work here, nothing should be more exciting than exploring different views, seeking evidence with curiosity and creatively presenting testimony. Making use of our own experiences but not driven by our personal agendas. I wonder if some people worry that impartiality could be a little dull.
‘To be clear, this is not about abandoning democratic values such as championing fair debate or an abhorrence of racism. But it is about being free from political bias, guided by the pursuit of truth, not a particular agenda.
‘If you want to be an opinionated columnist or a partisan campaigner on social media then that is a valid choice, but you should not be working at the BBC.’
Tim Davie, new DG of the BBC, arrives at BBC Scotland in Glasgow for his first day in the role
'If you want to be an opinionated columnist or a partisan campaigner on social media then that is a valid choice, but you should not be working at the BBC'
'I want a radical shift in our focus from the internal to the external, to focus on those we serve: the public. From Cornwall to Shetland, from Suffolk to County Fermanagh'
'I want staff to spend much more time outside the BBC listening to those who pay for us'
'We must pick our battles carefully and make sure we get the biggest bang for limited bucks'
'It is so easy to roll your eyes when we hear of bureaucracy and internal politics as if it cannot be changed. But we can and should be better than that'
He warned there was "no room for complacency" over the broadcaster's future.
The new director-general added that it was "still relevant in millions of people's lives".
But he insisted that "as we look to the future, there is no room for complacency. The truth is that for all our extraordinary efforts there is significant risk.
"If current trends continue we will not feel indispensable enough to all our audience. We must evolve to protect what we cherish.
"The evidence is unequivocal - the future of a universal BBC can no longer be taken for granted."
Mr Davie is also looking at options for alternative funding for the organisation.
The BBC's current licence fee model is guaranteed until 2027 under a royal charter.
But speculation is growing that Mr Davie could opt to change the funding model earlier for a new long-term option, reports The Guardian.
The Swedish-style income tax model is one option, while Mr Davie's predecessor Lord Tony Hall has previously mentioned an option which would see the fee added to council tax bills.
Lord Hall's exit after