ITN launches YouTube channel

ITN has launched an ad-funded entertainment and sports news channel on YouTube.

The channel will be operated by ITN On, the news broadcaster's online and mobile unit, and will allow YouTube users to view, comment and link to ITN content.

Key strands on the channel include Bollywood Insider, presented by Sunrise Radio's Suzi Mann, and EPL, a daily round-up of football news.

ITN On managing director Nicholas Wheeler said: "As a leading producer of high quality video content for online and mobile platforms, ITN On see YouTube as a key partner for making our entertainment and sports content available to end users. YouTube have built a name as a destination resource for video on the internet, and for us at ITN this partnership will engage more users with our content and extend our brand’s reputation as a provider of high quality video journalism on the web."

The channel's advertising-funded model is based on YouTube's relatively new in-video overlay ad format.

Patrick Walker, YouTube's head of partnerships in Europe, the Middle East and Africa said: "We are delighted to have ITN as our new partner and their channel will further enrich YouTube with quality entertainment and sport content. 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."