The deal, which has been in the pipeline since November, will see Blinkx provide the platform to distribute and monetise ITN's online videoclips, accessible via the ITN website. Blinkx will also make ITN's video news searchable through its own site blinkx.tv.
ITN produces around 20 new videoclips for its website every day, including news, sport and finance content, which were previously hosted internally. From this week, clips will be hosted by Blinkx and played using the Blinkx player. Each time a clip is viewed, a video ad will play at the start of the clip, which can not be skipped.
This will be linked to a banner ad within the player that viewers can click on if they want to respond to the ad and find out more information. Revenue will be shared between ITN and Blinkx, representing the first time Blinkx has raised advertising revenues.
Suranga Chandratillake, Blinkx's co-founder and chief technology officer, said that the ads would initially come from multiple sources, including online ad serving firm Eyeblaster, with whom Blinkx has a deal. However, he added that the company is also looking into selling advertising directly.
Nicholas Wheeler, managing director of ITN Multimedia, said the deal enables ITN to "extend the reach of our news and entertainment content further."
Blinkx said it is also in discussion with other broadcasting firms with a view to signing similar deals.
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