My view of the BBC is that they are genuinely serious about being impartial and do it to the best of their ability.
There ability is seem impartial is impaired because few people will ever see them that way and because they cannot be.
My image of the typical BBC person (and it is a huge organisation) is urban trendy. Politically, they are progressive, socially liberal and urban. However, they are also likely to be public school educated and have the basic assumption that Tarquin has worked really hard to be a director of a company at 22. They favour rugby union as everyone they know plays it, though loads are into soccer too. They know nobody who likes rugby league, but knows that technically it does get viewers even though it is not the real thing.
They are open to immigrants, after all, their nanny was one. Working class concerns often seem to miss the bigger picture, which makes them both more left and more right wing (they probably think of the average working man bring back £35,000).
Despite all this, they try to be impartial and represent all views. Generally, I am in favour and think they are the most impartial media we have.