The BBC has a fine heritage in the digital world - its website has widely been acknowledged as one of the best available.
Constantly looking for ways to improve the user's experience, with applications such as iPlayer, it has proven its commitment to getting its content out to the widest pos- sible audience.
This week it has announced a partnership with YouTube, delivering clips of shows and promotional content, a new entertainment-based BBC Worldwide channel and up-to-the minute news from around the world.
In the spirit of YouTube, users will be able to comment on clips, rate them and recommend them to friends, as well as post their own video responses.
The BBC is undeniably tapping into a valuable distribution network that should ultimately be extremely beneficial, both for overall consumption of BBC content and take-up of its new iPlayer.
The benefits for the BBC are obvious, bringing its programming to younger consumers in an environ-ment that they have chosen to inhabit.
YouTube, often criticised for being nothing more than a collection of viral clips, will benefit by bringing highly desirable content with high production values.
Other providers watching the BBC's move will be wondering if YouTube now offers a potential distribution channel for their content.
It will help define the quality standard that is needed in this market, and therefore make others up their game.
In terms of strategy, the deal is spot on and can only further the BBC's position as an internet front runner.