The service, which was launched in Beta this week ahead of a full roll-out at the end of February, offers a mix of content from the BBC and, potentially, Channel 4 and Five, including Doctor Who, That Mitchell & Webb Look and Cranford.
SeeSaw will offer ‘best of British' content free to users, supported by pre- and mid-roll advertising, as well as international programming, which will form part of a paid-for service to launch later this year.
Brands will pay a premium for pre- and post-roll ads, but will also be offered commercial opportunities including programme sponsorship.
SeeSaw's sales house, Video Initiatives - the online video advertising arm of Media Initiatives Group - is also targeting other brands in the FMCG, retail and automotive sectors.
SeeSaw is expected to run a high-profile campaign ahead of its full launch as it aims to become a household name in the VOD space, which already includes services from ITV, Channel 4 and Microsoft.
The push will be overseen by SeeSaw's recently appointed head of brand marketing, Maya Bhose, who has previously held similar positions at broadcasters including UKTV and NBC Universal.
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