London, Jul 4 (IANS): The BBC on Tuesday will unveil plans to "reinvent itself for a new generation" and combat competition from media giants such as Amazon and Netflix.

BBC Director General Tony Hall and Chairman David Clementi will unveil the Annual Plan later in the day, which will include "the biggest investment in children's services in a generation".

An additional 34 million pounds ($44 million) will be invested across the three years to 2019-20.

In three years, £31.4m will be spent online, on content that will include video, live online programme extensions, blogs, vlogs, podcasts, quizzes, guides, games and apps.

A BBC source said Hall has "set a clear challenge - to reinvent the BBC for a new generation".

"The way children and young people are watching and consuming programmes and other content is changing fast, and the BBC needs to respond. This investment will mean we can reinvent how we serve our youngest audience in the years ahead.

"Investment in British content - particularly for the young - is vital, unless we want more of our culture shaped and defined by the rise of West Coast American companies," the source added.

The new investment, delivered following savings made across the BBC, will see the budget for children's programming reach 124.4 million pounds by 2019-20, up from the current figure of 110 million pounds.