Major U.K. Broadcasters Team up for Landmark Partnership

Three of the U.K.’s largest broadcasters are to join forces in launching an On-Demand entertainment service, potentially presenting marketers with new online advertising opportunities.

Subject to approval from their respective board members, BBC Worldwide, ITV and Channel 4 will launch a three-way on-demand TV content service in 2008.

The project, temporarily titled “Kangaroo,” will initially be launched as an online-only service, before rolling out to other platforms. An official name and brand for the service will be unveiled at a later date.

The joint venture will be equally owned by all three broadcasters, with each taking a share of revenue.

Although specific details of the revenue model are not detailed in the press release, it states that viewers will have access to free content, as well as having the option to rent or buy.

Presumably, therefore, the free content will be supported by advertising.

Quoted in the press release, Andy Duncan, Channel 4 chief executive described the deal as “good news” for advertisers and viewers alike.

Lesley MacKenzie, previously director of Channels and Operations at BSkyB, has been appointed as launch CEO.