The BBC proposal to carry advertising around some programmes not carried on BBC channels or the iplayer is not radically new. It is an extension of a policy which the BBC has pursued for over 40 years.

When, in 1996,  the BBC World Service launched The World, its first radio News co-production in the USA, it was produced by the BBC and WGBH and funded entirely with money raised by their co-production partner and distributer Public Radio International. The money came from American donors who placed on-air messages of support. Distributed on the public radio network in the USA, it is still going today - although the BBC no longer produces it. 

Since American public radio is funded almost entirely by commercial support from charitable donors and large corporations, a form of advertising is routinely placed alongside programmes it broadcasts. Public radio in the USA has had a long association with the BBC and stations have paid the BBC to carry some of its programmes. Since those programmes attract audiences who in turn help attract financial support, it would be unreasonable for the BBC not to benefit financially from the arrangement - while always retaining complete editorial freedom.

That is just one example of the BBC sharing income - often generated by advertising - with partners. In short, when BBC output is carried on commercial platforms it is entirely reasonable for the BBC to benefit from advertising placed alongside its products. It is currently happening on Dave in the UK and it's been happening for years on FM stations globally. Now that there are many new digital platforms with international reach, they too want BBC products. Like their FM predecessors, they will place advertising around BBC programmes and the BBC has an opportunity to share in the revenues - and indeed exert proper control over the advertising  - to ensure the BBC brand is protected. The principle that the BBC does not itself broadcast advertising in the UK on its own platforms still applies. So the latest announcements are a logical extension of a long held BBC policy.