One of the key challenges that came out of the Beyond Broadcast thinking was an alignment of all audience facing services under the umbrellas of FIND, PLAY & SHARE.
PLAY was served by iPlayer.
SHARE was covered by Open & Creative Archive. FIND was yet to be defined and needed design strategy to imagine a service or scenario where BBC was not offering yet another SEARCH engine.
I was keen we could look into the concept of what it meant to FIND and "finding" as a social collective public activity where its a mix of what you hear, see and come across (SERENDIPITY) mixed with what you definitely want to FIND, LOCATE and KNOW more about (INTENTION). Out of that BBC Zeitgeist was born ( It later led to strategy alignment within the organisation http://www.bbc.co.uk/pressoffice/pressreleases/stories/2006/04_april/25/newmedia.shtml)