ITN to launch sports and entertainment service on YouTube

By Kevin
Hilton

British
news service ITN is to launch a sports and entertainment service for video
sharing website YouTube. Produced by the broadcaster’s multimedia division, ITN
On, the service will be paid for by advertising and feature specially-made
bulletins.

The
reports will include the EPL daily round-up of football news, Sports Fix, a
weekly show presenting highlights from the past seven sporting days tailored to
specific interests and Bollywood Insider, an entertainment package focusing on
the Indian film industry.

ITN is
also looking to exploit its considerable archive resources, with Most Requested
Ever, looking at the big celebrity stories over the years, and On this Day in
History taking footage from the ITN Source library.

Nicholas
Wheeler, managing director of ITN On, commented, “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.”

The head
of partnerships at YouTube EMEA, Patrick Walker, added, “Professional
content remains very popular with YouTube users and this channel will give ITN
the opportunity to extend its reach, test new forms of programming, interact
with users and use YouTube as a new source of revenue generation.”