BBC is today launching an original U.S. news Web site! (When Jay Rosen met with BBC execs, he tweets, he advised them to “define themselves against the savvy,” which, I believe, means something like Not Like Politico.)

From AdAge’s report:

At a time when many newsrooms are contracting or consolidating, the BBC is growing its editorial operations with an original news site aimed at the American audience. Launching Thursday, BBC.com will feature U.S.-focused articles on politics and general news to be produced by a staff of around 10 journalists based in the company’s Washington bureau. BBC.com defaults viewers to BBC.co.uk, the U.K. home page, but will change over for the launch.

I guess the launch of this “American audience” news hasn’t happened yet? Given the first article listed under “News” at bbc.com as of this writing is headlined, “Take That to reveal return of Robbie Williams.”

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Liz Cox Barrett is a writer at CJR.