ITN to launch YouTube channel

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ITN is to launch a channel on YouTube to show news, sport and entertainment programmes made specifically for the web.

The broadcaster's multimedia division, ITV On, will supply content for the new channel. A large percentage of which will be entertainment and showbusiness material including Bollywood Insider, its weekly look at the Indian film industry.

Newly developed sports programmes EPL - its daily football news show - and Sports Fix, will also feature.

The channel will be ad-supported, making it likely that the broadcaster will become one of the first British media outlets to take advantage of new in-video advertising technology that allows YouTube to over-lay 'transparent' ads across the bottom of the player screen.

"Professional content remains very popular with YouTube users and this channel will give ITN the opportunity to extend their reach, test new forms of programming, interact with users, and use YouTube as a new source of revenue generation," said Patrick Walker, head of partnerships EMEA for YouTube.

ITN will also supply content from ITN Source, its video archive service, including Most Requested Ever, a run down of the biggest celebrity stories ever requested from the library, and On This Day in History, a review of events that occurred on that particular day.

"As a leading producer of high quality video content for online and mobile platforms, ITN On sees YouTube as a key partner for making our entertainment and sports content available to end users," said Nicholas Wheeler, managing director of ITN On.