BBC Fined

The BBC has been fined £400,000 by Ofcom because of the TV phone-in scandal, but does anyone know what fining the BBC achieves? It is not the staff who knew about the dodgy competitions that will pay - but the corporation as a whole. Presumably this means less money is available for programs, so viewers and listeners, some of whom suffered because of the fraudulent phone-ins, suffer further because of the fine imposed on the BBC. Am I missing something here?