The BBC is moving toward the launch of an ambitious online media service that will let viewers watch shows such as "EastEnders" on their computers, with the opening of a 5,000 person trial this September. The publicly funded broadcaster"s interactive media player, or iMP, will allow broadband Internet users to download selected BBC television and radio programs. Hoping to mimic the success of Apple"s popular online music store, BBC director of new media and technology Ashley Highfield said iMP "could just be the iTunes for the broadcast industry."