While at the BBC he was nicknamed "The Implementer" and was known for his informal style. He supervised the expansion of the corporation's digital output including the launches of BBC 3 and 4, and Cbeebies and became chairman of Freeview, which took over the UK's digital terrestrial television service after the collapse of ITV Digital. To the surprise of many, Freeview became a fast-growing brand and in twenty months reached four million homes. It is now the UK's biggest digital TV platform and is in over 20 million homes. Duncan played a key role in the success of Freeview. . He was named Marketer of the Year in 2003.