BBC reveals new online presence

Embedded video will encourage users to view and share content, says broadcaster

New features such as embedded video will help to revamp BBC's online presence

The BBC will launch redesigned news and sport web sites next week, with a renewed focus on embedded video and other interactive content.

The broadcaster says that placing video links within the text of a news story, rather than in a separate media player, makes viewers 10 times more likely to view a clip. The new site will also give users the option to share videos with others, or to paste content on their own pages.

"This is the start of a rolling programme to refresh our sites and introduce exciting new designs and features across our services," said Pete Clifton, BBC head of editorial development for multimedia journalism.

"All the changes are focused on showcasing our unbeatable content, underlining our reputation for breaking news, coverage of live sport, and brilliant reporting and analysis from our local, national and international journalists."

In addition to revamping its main online presence, the BBC plans to add new features to its mobile news and sport sites across 2008.

The first stage in the broadcaster's upgrade plans began last month, with a new look homepage for the bbc.co.uk site.