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MSN preps UK video player Microsoft consumer portal MSN is close to launching an online video player in the UK with full-length programming from parties including All3Media and BBC Worldwide. The move a logical step following the roll-out of the company's Silverlight online video software and the hiring of BBC iPlayer architect Ashley Highfield will happen within a week. MSN already has its own MSN Video channel, for which it's signed clip deals with the likes of MTV and Sony BMG, but the launch of the MSN Video Player will see the firm move into half-hour shows and longer. All programmes will be streamed and ad-supported, rather than paid-for, and while the initial public trial version of MSN Video Player will rely the web's near-ubiquitous Flash technology, the full version will require users to download and install Microsoft's rival Silverlight software. The company began testing the viability of content as a driver for Silverlight adoption at the end of last year with the launch of high-end shortform drama Kirill, made by Endemol-backed Pure Grass Films. But MSN Video Player will focus on archive programming some 300 hours at launch most of it more than six months old and including titles such as The League of Gentlemen, Hustle and Dead Ringers. The pilot version of the service will run for six months, allowing Microsoft enough time to test out a variety of ad models - a facet of online video that has been particularly challenging for full-length programming. The company will be hoping to steal a march on Hulu, the US online video provider, which is currently in talks with UK broadcasters about launching in the territory before year-end. YouTube is also understood to be courting the same parties for a push into long-form. The market is currently awaiting other entrants, including the consumer service that broadcast transmission company Arqiva said it would introduce after last week confirming its acquisition of Project Kangaroo. Highfield, the former BBC director of future media who left to become CEO of Kangaroo before jumping ship to Microsoft, disclosed plans for the MSN Video Player to the Times. "We now know that people are prepared to watch TV over IP on their laptops; the next step is to see if its commercially viable," the MSN UK consumer and online MD told the newspaper. "What we are offering is something we believe to be complementary to the iPlayers of this world. This is a post catch-up service for programmes that no longer feature on the BBC iPlayer." Jonathan Webdale 30 Jul 2009 © C21 Media 2009 
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