The BBC has just launched BBC.com, a U.S.-focused news site for Yankee fans of the Beeb, reports AdAge.

The site will be staffed by 10 BBC journalists at first, and be able to tap into BBC’s global media presence (72 bureaus around the world!), but the organization plans to expand its operations in North America, launching a travel section (headed by former NYT travel editor David G. Allan), a tech section, and an entertainment section.

BBC.com is an attempt to capture more advertising dollars from the U.S., the country that makes up the bulk of overseas visitors to BBC’s websites. (Because the BBC is a public media organization, it is not allowed to serve ads to computers in the U.K.)