At the moment the Web is a bit like radio would be if there were no radio stations to receive but just lots of companies and individuals with transmitters. Turn on your radio and surf the airwaves. Listen to people conversing about subjects you have no interest in. Listen to companies broadcast announcements to anyone who's listening. Occasionally pick up a message from one of your friends or colleagues.

But in reality radio is not like that. Thank goodness the BBC is there to put on some sensible radio programmes. Just like it does on TV. Just like it will do on the Web.

But it isn't going to use any of the licence payers' money to do so.

Rupert Miles, beeb director, talks of "extending BBC brands on to the Web".

The aim is to provide an online presence that is attractive to the current online audience: mostly young, mostly male. Thus the first Web site the beeb has up and running is Top Gear, with info on how to buy a car and reviews by the thinking lad's car buff Jeremy Clarkson. The second will be a sports e-zine called the Score.

The Score will provide coverage of popular sports - football, rugby, cricket, golf , motorsport and big one-offs like the Olympics and Wimbledon (because who gives a toss about tennis unless it's at Wimbledon?).

The Score will use familiar BBC "brands", such as Match of the Day and Rugby Special, and provide results, reviews and online debate, fantasy games and chat forums.

As the online audience broadens, so will the content of the beeb, but all the time relying on the pulling power of BBC "brands" - those people you switch on the TV to see.

"Our strength is in consumer personalities," says Miles. "But we still have to pay market rates for a Michael Palin."