Beeb.com, the commercial internet venture owned by BBC Worldwide, is to spend as much as £10 million on television advertising to back its repositioning as a shopping portal.
The campaign is set to break next year and will attempt to position Beeb.com as the UK's leading site for online shopping. Beeb.com was originally launched as a content site underpinned by top BBC brands such as TopGear, Top of the Pops and Gardeners World.
The campaign has been created by agency In Real Life and put together by David Atter, sales and marketing director at Beeb.com. Media buying is through New PHD.
Although no spend has been attached to the campaign it has been suggested that as much as £10 million will be spent to ensure Beeb.com's place as a leading e-tailer.