The BBC’s youth TV channel, BBC Three, is looking to reinvigorate itself with “a brand new look for the channel and a huge step forward in multi-platform”.

The channel has struggled to make much of an impact – its viewer share is just 2.6 percent amongst its target 25-34 audience.

The aim of the relaunch is to be the first BBC channel to change from a linear service to a fully joined-up multiplatform venture:

This means that all the channel’s programmes, content and experiences can be available on TV, online, mobile, and on-demand platforms – and that’s just the start.

Simulcasting BBC Three online or making programmes available on demand for seven days after first transmission isn’t exactly revolutionary. It is still based on a broadcast model of the Internet, using the web as simply another distribution platform.

To its credit, BBC Three is also revamping its web presence and taking about taking the channel out of the confines of the corporation to “places where our audiences spend time”, through “appropriate partnerships, syndication and embeddable widgets”.

The real test will be how far the BBC is prepared to take risks, by, as Simon Nelson, Controller of Multiplatform & Portfolio puts it, “trying to find the new forms of participative entertainment offered by a fusion of the web and TV”.

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