MUMBAI: UK pubcaster the BBC's Jason DaPonte who is the executive producer of bbc.co.uk demonstrated at the MIX07 conference in Las Vegas a prototype technology showing how the BBC Radio 1 website – bbc.co.uk/radio1 – could evolve by using Web 2.0 technologies.

The prototype shows how Radio 1 audiences could create, personalise and share their music playlists and related content via an easy-to-use service in the future.

DaPonte says, "The exciting prototype illustrates how we could enable audiences to enhance their online identity by receiving and creating content packages or 'badges'. These could include music video, pictures and exclusive BBC interviews from their favourite bands or music events.

"Users could then share them directly with their friends and online communities as well as linking with other picture or social networking-based services. It would allow users to watch streamed media together during a conversation in instant messenger.

"As the user's online footprint expands, Radio 1 would be able to recognise their tastes and offer them even more of what they like. Prototypes such as this illustrate the BBC's commitment to providing online services that are more open, personal and participatory than ever before, using the latest technologies to engage younger audiences."

The project was developed using Microsoft Silverlight software and the new Windows Live Messenger application in conjunction with Siemens, AKQA and Ioko.

The prototype is part of the BBC's move to work with a greater mix of external production companies and strategic partners to be at the forefront of web innovation.

bbc.co.uk claims to have achieved a record 30.7 million weekly unique users last month (April 2007) and for the first time moved up to third place on the Nielsen panel of the top UK websites