The Virgin Media TV and BBC Worldwide-owned broadcaster is substantially increasing the amount of video content if offers online as part of the relaunch of its portfolio that last month saw the debut of new TV channel, Watch.
UKTV is investing in short-form video content for all new commissions, such as its comedy panel show, Argumental, on Dave. The majority of this new content will be exclusive to the web.
However, UKTV has no plans to completely replicate the content on its broadcast channels online. Instead, its online video presence will consist of so-called "short-form" clips and additional content around its TV shows. The short-form online video content will only relate to shows commissioned by UKTV and not to BBC-owned content, as the corporation retains online rights to its own shows.
In anticipation of the extra audiences being drawn to its websites, UKTV has appointed IDS, the sales house already responsible for its TV ad sales, to sell all advertising across its 10 websites. IDS takes over the account from digital sales agency Ad2One, which has represented UKTV's websites since their inception in 2003.
Phil Townend, IDS associate director of online sales, said: "We have plans to introduce more advanced advertising formats around the video across these sites."
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