[3] The annual plan also stated that the BBC would be "backing the success" of the channel by doubling its budget, after producing a variety of critically acclaimed series including Normal People, Fleabag and This Country.

[10] In its proposal, the BBC stated that while motivated by financial considerations, the conversion was a "future-facing move" that would "develop a ground-breaking new online service which will bring high quality, distinctive UK-originated long form and new form interactive content to 16–34 year olds", and take advantage of the increased use of online services by the channel's target demographics.

It was outlined that the service would have to leverage the "strengths" of BBC Three, such as curation, original productions, and "best-in-class storytelling", and adapt them to the "immediacy" and interactivity of digital.

A third pillar, "Give Me a Voice", reflects that the service's content would be of topical interest to the 16–34 year-old demographic, and would encourage discussion and participation especially via social media.

While it would have a larger focus on short-form web series, the service planned to continue investments into commissioning long-form programmes and "comedy at near current levels", and serving as an incubator for new talent.

The service's output would primarily be delivered through iPlayer, but plans called for a revamped "branded space" to showcase the content, as well distributing short-form productions via alternative outlets such as YouTube.

Inspired by the iconography of mobile applications, the new logo incorporates the Roman numeral for the number three, with the third bar replaced by an exclamation mark.

[17] The new logo received mixed reactions from the public, with some drawing comparisons to the album cover of Plan B's Ill Manors, a Roman numeral "2" with an exclamation point ("BBC 2!

[18][19] BBC Three controller Damian Kavanagh explained that the new digital service would feature the "same award-winning programmes freed from the constraints of linear TV", emphasizing the ability to distribute content across "whatever format and platform is most appropriate".

"[20] Kavanagh felt that the concise "pillars" of BBC Three, combined with its new structure, would give creators more flexibility and immediacy in how they produce content.

[21] Kavanagh also emphasized a continued goal to use the service as an incubator for new talent, hoping that it will be remembered as "the place that spotted the next James Corden, the next Aidan Turner, the next whoever.

The channel space continued to carry promotional information regarding the BBC Three online service until it officially shut down on 31 March 2016.

[25] New content consisted of full-length programmes, and short-form web series and features; Kavanagh explained that the new BBC Three would focus primarily on original comedies and documentaries.

Promoted as being a British equivalent to the web series Serial, Unsolved would feature weekly instalments investigating a real-life crime story.

[32][2] In 2017, the millennial relationship series Just a Couple premiered [33] With the service's budget cut to £30 million, some of BBC Three's historic staples, such as panel shows, Don't Tell the Bride, and U.S. animated comedy Family Guy were dropped.