Target practice

The Press Gazette reports BBC's Future Media boss Erik Huggers setting a target for bbc.co.uk to overtake the audience of every other BBC channel except BBC One by 2012. The average weekly reach of bbc.co.uk among adult internet users aged 16 and over in the UK was 12 million last year – or 44 per cent. BBC Two's average weekly audience reach in the same period among viewers aged four and above was 32.5 million – or 57.6 per cent.

Concerns - will we be allowed to compare the budgets of bbc.co.uk and BBC2 ? Is bbc.co.uk to be a content creator, rather than a window on BBC content ? Is this a plea for more marketing money - a ratings chase ? Isn't the preferred mantra that the competition is outside the BBC ?