YouTube strikes UK deal with ITN

By Kevin Hilton

SVG European Correspondent

Coming soon after its decision to provide sport, news and information
packages for YouTube ITN’s multimedia production department has formed
a partnership with Ad Infuse, a company specialising in directing
advertising to specific market groups. The deal allows the British news
broadcaster’s ITN On division to use the adInMotion media platform to
deliver free material to mobile devices using iTunes and other video
podcast formats.

Consumers will have a choice of news and
entertainment reports, including up to the minute UK, world, sport,
business and celebrity news, plus specially produced cinema and sports
reports. Anyone with a MP3 player or similar video equipped handheld
receiver will be able to call up material on demand. The service is
funded by short commercials before each package.

Nicholas
Wheeler, managing director of ITN On, commented, “This partnership will
engage more users with our content and extend our brand’s reputation as
a provider of high quality video journalism on new media platforms.”
Stephen Upstone, managing director of European business development for
Ad Infuse, added, “The mobile market is shifting and the partnership
between ITN On and Ad Infuse means free and inexpensive news for
consumers and a great new advertising opportunity for brands and
advertising agencies.”