The BBC has launched a content sharing initiative for the iPlayer that will see the likes of ITV, Channel 4 and Five make content available from the catch-up service.
Whilst the additional programming will not be viewable directly within the iPlayer setup, full on-demand listings for the competitive terrestrial and digital channels will be available with users being redirected to the respective sites and catch-up content providers.
The ‘Partner Linking’ movement will see iPlayer users gain quick and convenient access to the full array of ITV, Channel 4 and Five channels as well as offerings from SeeSaw.com, S4C and the MSN Player.
Speaking in an official blog, the BBC’s Paul Clarke declared: "We think BBC Online should serve as a hub to support other UK sites and want to double the traffic we send externally.”
He added: "Already the BBC News product is one of the top 5 sites driving referrals to UK newspapers, adding value to the UK online economy and our audiences: this partnership is a good example of how the BBC iPlayer can follow in those footsteps.”
Stepping on the toes of the repeatedly delayed set top box initiative YouView, Clarke went on to state: "Given the popularity of BBC iPlayer, we hope this feature will support fellow broadcasters and boost the overall uptake of video on demand."