Erik Huggers explaining BBC's new 'product' centred strategy:
It's a self-contained entity within BBC Online, which unites technology and editorial to meet a clearly defined audience need. Each product has a simple and concise proposition that's easily understood by the audience, is kept up to date, fits the overall strategy for BBC Online and has clear editorial leadership.
It's a strategic approach for the service as a whole – framed by what our audiences need from the web, rather than what we produce today for TV and radio – a change in culture for BBC Online.
Audiences will see products organised into five content areas (portfolios) supported by a common technical platform.