What's that all about?
Well, a quick google gives this as a dictionary definition.
By any standards, changing the voting system so that MPs have to work harder to win the trust of half of their voters* is a change for the better, and deserves to be called a reform. v. re·formed, re·form·ing, re·formsv.tr.
1. To improve by alteration, correction of error, or removal of defects; put into a better form or condition.
2.a. To abolish abuse or malpractice in: reform the government.b. To put an end to (a wrong). See Synonyms at correct.
3. To cause (a person) to give up harmful or immoral practices; persuade to adopt a better way of life.
To change for the better.
1. A change for the better; an improvement.
2. Correction of evils, abuses, or errors.
3. Action to improve social or economic conditions without radical or revolutionary change.
The BBC high heed yins have apparently issued guidance barring its presenters from using the word "reform" in this context. Even if you don't agree with it, that organisation calls any sort of Government proposal for change "reform" so not to do so is inconsistent.
To me, it's the BBC being timid. This is an example of the BBC risking their impartiality by being too cautious, pandering to the No to AV campaign, which is made up of powerful people trying to protect their vested interests.
The Yes to Fairer Votes people are writing to the BBC Director General to complain. When I signed up on Monday afternoon, only around 2,800 people had signed. Now it's nearly 13,000.
If you haven't already, why don't you sign up and let's see if we can get to 15,000 by the end of the day.
*Post updated to make clear that the person elected under AV secures a majority of the votes cast. Under the current system, for example such as in Oldham East and Saddleworth in May 2010, the MP was elected on a mere 31% of the votes cast.