The 'Crude: The Incredible Journey of Oil' broadband site was developed for ABC Science Online to meet the need to extend audiences and broaden access to research in the public interest. At that time, Web 2.0 was in its infancy. Previously to Web 2.0, access to broadcast media was through film, television and radio. 'Crude' investigates the journey of oil and the dependence of nearly seven billion people on this finite resource. It enables ongoing access to, collection and retrieval of significant climate change content, additional interviews, innovative Flash interactive media content to create an educational and accessible online interactive media resource for expert, educational and public users.