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.

Those areas fingered for the job losses include interactive Factual & Learning, interactive Development & Services (new media central) and Radio & Music interactive.

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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