MEDIA: BT's broadband service to grow more personal

BTopenworld, the broadband division of BT, is to relaunch just one

year after the service started.



Although BT is tightlipped on specifics, the move means it will be

looking for new partners and content providers as it focuses on

providing a more personalised product for consumers.



'It is more a rebranding,' a spokesman insisted. 'We already have a lot

of content on the site; we need to have a look at how that appears and

how easy it is to access.'



John Raczka, head of content, declined to comment. All content is bought

in from providers such as PA (news), 365 (sport) and ebay

(auctions).



BTopenworld runs on ADSL, the high speed broadband internet platform

which can broadcast film, TV and music to PCs.



The division, which lost pounds 227m on turnover of pounds 167m, has cut

its workforce by a fifth during the past year.



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