MUMBAI: In a climate where the perceived wisdom is that "dumbing down" works and works well on television (could be said of other media as well), the BBC's new head of daytime has announced plans to introduce single plays and documentaries to "challenge" viewers.

"From now on BBC daytime won't be just about quizzes, gameshows and leisure programmes," BBC daytime head Alison Sharman has been quoted as saying by Media Guardian.

The report says Sharman hopes to surprise viewers but without alienating them altogether.

According to Media Guardian, BBC is now the clear leader over principal rival ITV in the daytime ratings race. BBC1 had a daytime lead of 7.8 share points over ITV1 last year and this has now widened into a 10 point lead.