BT's broadband internet service, BTopenworld, is planning to boost its editorial content across all areas from finance, news, technology and travel to children, games and music.
BTopenworld runs on ADSL, the high speed broadband internet platform which can broadcast film, TV and music to PCs and is scheduled to be available to all UK homes by 2005.
Tariq Malik, director of content, said: 'We are beefing up our teams and are looking at developing 20 channels over the next couple of months.'
In addition to creating its own content, BTopenworld is continuing to develop partnership agreements with third-party providers, such as getoutthere.com. Malik said the group is seeking content provision across a range of sectors and is recruiting a senior editor to work with channel editors. It is also seeking an editor for the group's small business portal.
'We want to work with anyone who has a product we think our customers want,' he said. 'It is not always the big brands who have the best products around.'
There are also audiences which are not being addressed at present, he believes. 'Look at the Asian community,' he said. 'There is no-one serving that.'
Malik said BTopenworld would continue to acquire content as well as generate it in-house. Exclusive access to live events, such as sport, would be increasingly attractive, he said.
The group's strategy is two-fold: firstly, to develop multi-access portals offering content across PC, TV and mobile phones; and second, to use technology to personalise information. Chief operating officer Ben Andradi's stated aim is that these will be content-driven and aimed at both business and consumer audiences. BT's rivals will not be able to offer similar services until next year.
Broadband access offers on-demand TV, pay per view and targeted campaigns.
'Content and application married together is the ideal,' Malik said.