BBC to extend global branding with international website

by Alex Donohue, Brand Republic 30-Mar-06, 11:00

LONDON - A new BBC website catering for users outside the UK will launch in April 2007, featuring some advertising according to its commercial arm BBC Worldwide.

BBC.com, which will contain a limited number of ads, will capitalise on the popularity of its programmes abroad, raising the potential for them to be sold via the website to an international audience.

At present, users who type in bbc.com are automatically redirected to the bbc.co.uk homepage. Under the new plans, which must first be approved by the new BBC Trust, it is hoped the site will eventually offer direct consumer downloads via an integrated media player, allowing viewers to download programmes up to a week after they have been screened.

BBC Worldwide has described the potential for ads as a "very viable option", but added that the site will be free of pop-up ads, animated commercials or any kind of promotions that "give the web a bad name".

A spokesperson for BBC Worldwide said: "Our hope would be to have the site fully up and running in a year's time."

The BBC World news channel, which is broadcast outside the UK, is being used as the model for BBC.com's development.

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