In October, the BBC plans to flick the switch on an ambitious website designed to help Britons organize and run grassroots political campaigns. The site, dubbed iCan, is designed to help citizens investigate issues that concern them, find others who share those concerns and provide advice and tools for organizing and engaging in the political process.

"It's a big change for the BBC," said James Cronin, the project's technical lead. "It's ceasing to be just a broadcaster. It's starting to enable conversations."

The BBC's purpose is twofold. On the one hand, the iCan site will help keep the broadcaster's ear to the ground. By mining the iCan website for leads, the BBC will be better able to respond to issues pertinent to its viewers, or so it hopes.

On the other hand, the effort is intended to counteract what officials at the broadcasting network feel is widespread political apathy in the United Kingdom, marked by low voter turnout at elections and declining audiences for its political programming. As a state-financed institution operating under a royal charter to inform, educate and entertain, the BBC feels it is within its purview to help disenfranchised citizens engage in public life.

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