[Mrluvaluva]

MSN is launching a pilot scheme to stream popular television shows for free online.

The portal's video-on-demand player will include UK television hits Shameless, Peep Show and Hustle.

The service will launch next week in beta and feature 300 hours of programmes from distributors including BBC Worldwide and All3 Media.

MSN hope to capitalise on the growing trend of viewers watching shows online instead of on television.

According to ComScore 23% of people in the UK watch web videos, a figure MSN expects will rise.

Microsoft's site currently shows short videos covering news, sport, showbiz and music.

They believe the pilot scheme will attract the eye of advertisers by offering them more access to hard-to-reach audiences.

"The MSN portal has around 50% of the UK internet audience reach and so can deliver a significant proportion of the UK broadband population to the marketing community," MD Ashley Highfield said.

Microsoft's decision comes after video-on-demand services proved a success for sites and channels including Sky and the BBC.


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