Echoes of Tony Blair in Cameron’s “big society”, but . . .

. . . at least he has a Big Idea and his pet philosophy is to be turned into action plans for Whiteh

After two months of doom and gloom from the coalition, David Cameron has today tried to give voters something to smile about. His invitation to join the government of Britain that he used during the election campaign is now to be turned into a programme of action, or structural reform plans, for every Whitehall department.

Cameron doesn't like systems of bureaucratic accountability, nor targets, nor performance indicators. So instead of targets, his structural reform plans will include specific deadlines for specific action. Sounds like a target to me!

I wonder what happens when a deadline for action doesn't get met? Apparently, these will bring democratic accountability and create the structures that put people in charge. So if the government fails to meet its specific deadlines, we can vote it out? Doesn't sound so radical when you put it like that.

Maybe senior civil servants will be sacked? Without performance indicators, maybe pigs will fly.

Cameron's got a big idea and he's proud of it. Having outlined plans to cut back the state in the name of deficit reduction, he now sees the space for the "big society" to blossom. Today he has shown that his pre-election "heir to Blair" positioning is here to stay, as he argues in favour of competition between organisations providing public services because it's the richest who can opt out while the poorest have to take what they are given. Choice is back.

Cameron even lays claim to Blair's record, saying that the academies are transforming education results and foundation hospitals are bringing the very best care to the people who need it most. Yet this is the reform agenda that Ed Balls has said led to the impression that Labour was against hard-working public servants. Lest we forget Blair's forces of conservatism speech and the wreckers of reform briefings.

More importantly, Cameron's call for more independence and more freedom as an automatic mechanism for raising standards across the board rewrites the history of Labour's second term, a time when public spending and capital investment were rising year on year. New Labour at its best was always a combination of investment and reform. Building Schools for the Future was an investment programme that complemented academy freedoms and both were used by the education department to negotiate change with local authorities.

The big political challenge during deficit reduction is to articulate a credible reform agenda that can operate in an age of austerity. Today, Cameron didn't produce a list of private and third-sector suppliers who have agreed to provide public services on a payment-by-results basis. That was the test set for Blair when he announced the academies programme.

And perhaps most importantly, if Cameron is going to design the necessity of provider failure in to his competitive system, what happens to the poor -- who can't opt out -- when the services they rely on inevitably fail?

This agenda is as important for Labour's leadership candidates to get to grips with as the issue of deficit reduction, or electoral reform. These three debates look like they will define politics over the next year. And in an age of new politics, Labour's new leader will need something new to say about how New Labour has moved on.

Richard Darlington is head of the Open Left project at Demos.

Richard Darlington is Head of News at IPPR. Follow him on Twitter @RDarlo.

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New Digital Editor: Serena Kutchinsky

The New Statesman appoints Serena Kutchinsky as Digital Editor.

Serena Kutchinsky is to join the New Statesman as digital editor in September. She will lead the expansion of the New Statesman across a variety of digital platforms.

Serena has over a decade of experience working in digital media and is currently the digital editor of Newsweek Europe. Since she joined the title, traffic to the website has increased by almost 250 per cent. Previously, Serena was the digital editor of Prospect magazine and also the assistant digital editor of the Sunday Times - part of the team which launched the Sunday Times website and tablet editions.

Jason Cowley, New Statesman editor, said: “Serena joins us at a great time for the New Statesman, and, building on the excellent work of recent years, she has just the skills and experience we need to help lead the next stage of our expansion as a print-digital hybrid.”

Serena Kutchinsky said: “I am delighted to be joining the New Statesman team and to have the opportunity to drive forward its digital strategy. The website is already established as the home of free-thinking journalism online in the UK and I look forward to leading our expansion and growing the global readership of this historic title.

In June, the New Statesman website recorded record traffic figures when more than four million unique users read more than 27 million pages. The circulation of the weekly magazine is growing steadily and now stands at 33,400, the highest it has been since the early 1980s.