This article attempts to fill the gap in our understanding of the strategies that public service broadcasters are utilizing in relation to the Internet. It starts therefore from a discussion of corporate strategy and of branding. There then follows a survey of public service websites, their interactivity and content. It shows that the websites of public service broadcasters vary considerably. The article concludes that, by introducing a new set of competitors, the Internet is set to increase the commercial challenge to the legitimacy of public service broadcasting and has already begun to focus demands for another review of its role.