The problem is no big stars want to do Eurovision, because of the reputation we have for losing. But then this means that younger, less experienced, acts get chosen by the BBC.
The problem with that is that because the BBC is a public broadcaster, and we have really really strict rules on public broadcasters, the BBC aren't allowed to advertise the act or the song. A lot of it is down to the act themselves, but when they're not really famous and just starting their careers, they don't really have the 'clout' to get themselves played on the Radio across Europe without either a) a crazy amazing song (which we haven't sent in recent years) and b) a bit of a grassroots movement (because people expect the UK to be shit so they don't pay as much attention understandably).
Another issue with the BBC is that they micro manage the performance. Again, if there was a bigger act this wouldn't be as much of an issue because they could just tell the Beeb to fuck off and there's not really anything the BBC could do about it. But for smaller acts, again they don't have the clout to be able to say 'No, I'm going to do it my way'. The BBC tend to over produce whatever songs we do have, case in point our 2017 entry. I thought she was really lovely during our national selection, but for the contest for some ridiculous reason they decided to add some weird bass in the background.
Basically, the BBC play it too safe. They've always had a bit of a reputation for that, they're in a bit of hot bother over it now to be honest, so we end up with not very famous acts, with boring generic songs. We need someone willing to take a risk.
Just to put this out there, if anyone from the BBC is reading this, next year we should send a song in Welsh. That's a pretty big risk, but it could end up quite fun.