BBC rebrands website with TV campaign
LONDON - BBC has relaunched its flagship website bbc.co.uk as BBCi and to plans unveil a TV advertising campaign promoting the service at the end of the month.
The ad campaign, created by Duckworth Finn Grubb Waters, will consist of three commercials, each depicting a pair of bored animated fingers that spring to life when shown BBCi's new content. The strapline is "more power to your finger".
The new site will replace BBC Online, which was launched in 1997, BBC Interactive TV and BBC Text. A new tool bar has been added, which will appear on all the site's pages to guide users through a series of mini-portals focusing on TV, radio and local-based content.
The site also includes chatrooms and a new search facility. The interactive TV section features news, sport, weather and lottery results.
An "i" logo will appear on BBC TV whenever a programme has an interactive element to alert viewers that information is available on the site.
Ashley Highfield, director of new media and technology, said, "BBCi's simplicity will help the BBC drive digital take-up as it becomes the first place for audiences starting their digital journeys."
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