Their business issue is really interesting as they badly need to change their image, especially to the young audience. As a state-owned company they have strong constraints on what they can and cannot do. BBC Radio 1 is the music radio of the BBC Group, they take part in many activities people do not associate with the BBC brand. So how do you change perception and convince techno-savvy kids that your brand rocks (literally that is)? Check this link to find out more (Silverlight plugin required).