The BBC is axing around 100 jobs in its new media division in a bid to scale back spending.

The Beeb said the job cuts - including editorial and techie staff - would be achieved through "natural wastage, voluntary redundancy and redeployment" over the next 12 months.

It seems the Corporation is looking to shift away from Web content and replace it instead with a closer emphasis on interactive television.

In a statement the monster media corporation said: "As with any well run business, BBCi has undertaken a thorough assessment of its current operation and future needs to ensure that licence fee payers receive those distinctive and value-for-money services expected of the BBC."

The upshot is a "step change in its activity" which requires "commensurate changes within the department" and a "need to reallocate resources, and review which staff have the necessary skills to match the needs of the business".

So, is the demise of the Beeb's personalised content service - my BBC - part of Auntie's "step change in its activity"?

"Not at all," said a BBC spokesman, who explained that a more effective service should be available sometime in the future. ®

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