The chapter argues that one of the most important functions of Public Service Media (PSM) is to represent breadth and diversity of cultures and communities in the nations they serve. Focusing on the BBC, it argues that this obligation exists in tension with the BBC’s historic role as the unifying ‘voice of the nation’ centred in London and, more recently, with increasing pressures on the Corporation to be commercially successful, able to compete for audiences in a global marketplace. Drawing on extensive empirical research, an extended case study contrasts the impact of the BBC on two cities: Cardiff, the national capital of Wales, and Bristol, the principal city in South-West England. Our analysis demonstrates that Cardiff has benefitted significantly from the BBC’s role in building a Welsh nation, working, post-millennium, with a devolved Welsh government to create a bilingual production centre with international reach. In contrast, we show that Bristol’s development is tied to the success of the Natural History Unit, functioning more as an international-oriented outpost than a centre of regional identity. The conclusion contends that although the BBC’s attempts to promote the UK’s cultural variety has been flawed, it remains the principal organisation through which the UK’s diversity is promoted.