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The BBC (British Broadcasting Corporation), once the pioneer in the broadcasting industry took a step-down in the wake of intense competition and technological change. The BBC's licensing practice was subject to fierce debate among the public as well as among politicians. Deregulation of the broadcasting industry opened the gates to a number of competitors which shook the BBC's position as the number one broadcaster in the world. The technology shift from analogue to digital also threw up new challenges to the BBC. Decreasing viewership along with its outdated business model drew blood from the BBC bottom line. This case discusses the problems that the BBC faced in the 21st century and also the initiatives taken by the BBC to fight back the competition.