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BBC trials new link boxes

Wki can tell you more – but no hint of advertising use yet

The BBC website is experimenting with a new hyperlinking system that provides extra information in pop-up boxes – and can be used for advertising.

The system, from California-based Apture, can link in other boxes to provide well-structured information without driving visitors away from the page. It is available on some news and sports pages and it can be turned it off. It draws in information from Wikipedia, Youtube and Flickr.

A statement on the site says: "The links have been carefully chosen by our journalists."

Apture also promotes the system as an advertising platform, raising the question of whether it will be used for this purpose on pages targeted at non-UK audiences.

But a spokesperson said BBC World and BBC.com, who would be affected, were not aware of the experiement.

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