Slipping quietly under the online entertainment radar, Microsoft have launched their own video on demand TV internet service based on the MSN player.
Reacting to the success of the BBC's iPlayer video on demand service and the arrival of the likes of 'Hulu' and SkyPlayer into the UK market, Microsoft have been keen to capitalize on the growing popularity of internet based TV.
Microsoft's streaming VoD service will be supported by online advertising, so is subscription free. The technology uses the Windows Media Video (WMV) format or Flash so is compatible with Windows and Mac PC's.
The beta version will be available from next week and kicks off with around 300 hours of content supplied by a commercial arm of the BBC - BBC Worldwide and ALL3MEDIA. At launch, programmes such as 'Peep Show', 'Shameless', 'Hustle', 'League of Gentlemen' and 'The Young Ones' will be available.
Although it has been overshadowed by the BBC iPlayer of late, MSN video (which offers short video clips) is actually the fifth most popular on demand video service in the UK.
Microsoft have big plans for their on demand services with a commitment to its development over time by working with broadcasters and studios to expand the available content.
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