BBC Worldwide Collection International to form 2 Entertain, which was part owned by BBC Worldwide; the following year the company sold "Eve" magazine to Haymarket Group and in 2006 the company sold a majority stake in BBC Books to publisher Random House. In 2007 BBC Worldwide purchased a 75% stake in the travel guide publisher Lonely Planet, acquiring the final 25% of the company in 2011. The acquisition was part of the BBC's strategy to grow its online portfolio and to increase its operations in Australia and the USA. In January 2009 it was announced that Ofcom had put forward the recommendation
BBC Worldwide alters them to be suitable for an international audience – an example is the exploitation of the "Strictly Come Dancing" brand to become "Dancing with the Stars" – maximising revenues by receiving a production fee from the local broadcaster as well as a sum from selling the initial re-versioning rights. The division works alongside the Sales and Distribution division, which sells the broadcasting rights to completed programmes made by the BBC and other producers – an example being the Red Production Company drama "Mine All Mine" for the ITV network in 2004. It includes the selling of individual clips through