The On Vision section includes articles, features and competitions around the available on-demand shows and movies from BT Vision.
Its new position on BT.com means that BT's primary site will now become an editorial destination for consumers for the first time.
Jennie Wright, senior marketing manager at BT.com, said: "Knowing how important it is for our customers to understand Vision's on-demand content, we wanted to extend the reach of the existing editorial site.
"LBi's solution provides a seamless journey between both BT.com and the On Vision site, through creative consistency, contextual links and navigation links on BT.com.
"Having re-designed Vision in BT.com last year, LBi had the insight and creative platform to provide a great solution that is already helping to increase sales."
LBi relaunched BT Vision's website in October 2008 and updated it again in August this year.
Iain Preston, client director at LBi, said: "The move to bring magazine-style content to BT.com was driven out of our insight into user's needs to understand more about the breadth and depth of on-demand content available.
"Alongside the re-design and integration of above-the-line campaign messages, it will further help to clarify Vision's proposition for consumers and further increase the sales we've already seen rise since the core re-design project launched."