The BBC has always been pretty innovative. They launched their Iplayer to view online shorts. It is an extension towards the traditional tv channel.
They do try different content formats, e.g Doctor Who tv serie. Where you can make your own Doctor Who trailer. In that way a whole bzz is created around the serie.
Last week, I saw this announcement on the BBC, it was april fools day right. All of a sudden I see these flying pinguins on TV :-), this was one of the showcases today at milia…, it was a joke!