UK TV news provider ITN is to launch a channel on YouTube, making it one of the first UK media companies to employ YouTube’s new in-video ad format that runs “transparent” overlays just under the video.
The content will be largely sourced from ITN’s multimedia division, ITN On. This will consist mostly of entertainment programming and content from ITN Source, the company’s archive business. There will be port sport, film and interestingly: Bollywood programmes (no doubt to better monetise the niche South Asian viewership, whom broadcast TV advertising tends to fail).