Greengrass has spent the last two years developing a method to enable broadcasters to distribute and sell programming direct to the 150m broadband subscribers worldwide.
TV channels have largely ruled internet broadcasting out because of the high cost of streaming high-quality video to a viewer for hours each day, which is generally much higher than the subscription fee their content will support.
The new will enable broadcasters to deliver live channels, 24/7, in much higher-quality formats and cost effectively. ITN is offering a live news channel, a weather channel, video bulletins and headlines for viewers to watch on demand.
Nicholas Wheeler, managing director of ITN Multimedia, said: "We continue to focus on developing the mobile market and are now pleased to turn our attention to the fast-growing broadband platform."
Motoring channel Revs TV has also signed up to pilot the service ahead of a full consumer launch in the New Year.
Viewers can top up their account with credit much in the same way as a mobile phone top-up card and choose the streaming speed they want to pay for.
Greengrass is also offering various free-to-view programming, including a music channel that is paid for by sponsorship.
Broadcasters price their content with a credit-based system that is debited from the viewer's account while watching at the per-minute rate the broadcaster has set.
Alex Taylor, GreenGrass co-founder and CEO, said: "Imagine if every digital TV channel required a separate decoder and ran their own subscription service. That's where internet broadcasting is going right now, everyone packaging and charging for their content a different way.
"GreenGrass gives broadcasters a ready-to-go platform that packages, monetises and markets their programming with a payment system aligned with streaming costs, so unlike subscription services, the more the viewer watches the better."
Greengrass has developed an integrated affiliate marketing system so broadcasters can offer a portion of the credits they earn to websites that market their content.
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