Can IA influence the business? It is something all IAs have aspired to in our roles as change managers as well as documenters of existing and future functionality on web sites; the ability to one day say, My IA changed the way the organisation works! At the BBC, we are beginning to see results of a product that is changing little by little; the way programme information is held, managed and used. For the last year, we have been developing PIPs (Programme Information Pages) a data store of programme information that is used to automatically create pages for every programme broadcast; the first network being Radio 3 (http://www.bbc.co.uk/radio3). PIPs has unexpectedly been a catalyst for change; changing the way programming information is written by schedulers and content producers, to the way this information is stored and pushed out of broadcast systems. This presentation will talk about IA and change and how it happens in unexpected places.