At the moment the site, www.bbc.co.uk/tv, features all channels equally and gives minimal plugging to individual programmes.
But over the coming months the site is being redesigned to give a more branded feel. Full listings will still be available, but the site's front page will concentrate on key programmes or seasons the corporation wants to promote.
"We've got quite a detailed site, with detailed listings of all the programmes.
We want it to stand out much more, and be more about what's the most important thing that's on TV tonight," said BBC director of television Jana Bennett.
"The website has all the channels on, but let's pick up a particular one and reflect that in the marketing and website," she added.
The redesign comes in the wake of recent comments by director general Mark Thompson who stressed the importance of the corporation becoming one of the world's "big brands".