The beta or pilot service will air UK shows such as Peep Show, Shameless, Hustle and League of Gentlemen provided by content distributors BBC Worldwide and ALL3MEDIA International.
Microsoft has agreed a deal with WPP’s Group M for their clients to appear in the pilot, which it says allows the service to be offered free to consumers.
The technology company says it aims to tap into the “growing trend” of consumers migrating from viewing traditional TV to video-on-demand, citing comScore data from April that found 23% of consumers in the UK watch video online.
Ashley Highfield, managing director and vice president of consumer and online at Microsoft UK, says the service will also “help advertisers develop appropriate access points to this hard to reach, growing audience”.
During the pilot period, MSN will work alongside broadcasters, studios, producers and distributors to extend the service and build a fully comprehensive library of entertainment.