LONDON - The UK's largest online brand has announced its intention to climb aboard the burgeoning internet bandwagon of blogs, open access and online communities.
    The publicly-owned BBC will relaunch its numerous websites to feature greater personalisation and more user-generated content. This is in line with its so-called web 2.0 world strategy [WAMN: 22-Mar-06], which will facilitate user-created online communities.
    The BBC also aims to become "the premier destination for unsigned bands" through broadband, podcasting and mobile phone services.
    BBC director general Mark Thompson thrust out his chin: "There is a big shock coming …We need to understand our audiences far better, to be more responsive, collaborative and to build deeper relationships with them around fantastic quality content," he declaimed.
   Else the corporation "could lose a generation forever".