The service – which launches in beta today and is expected to launch in full at the end of February – has already signed major deals with blue-chip advertisers including Diageo, Kraft ad Weetabix.
In December, SeeSaw announced BBC Worldwide as its first content partner (nma 3 December 2009), followed by Channel 4 and Five (nma 17 December 2009).
The Five deal is understood to be similar to that recently signed with YouTube, which allows it to show Australian soaps Neighbours and Home and Away as well as UK programmes.
Both deals are unlikely to include US imports, including Channel 4 hits like Desperate Housewives and Five’s CSI series and Flash Forward. But Five will include programmes from digital channels Five USA and Fiver.
Further deals with TV production houses and film studios are expected.
Sales house Video Initiatives will sell ad inventory on the platform. However, it won’t be responsible for all inventory across some key broadcasters’ content where supply agreements include the right to sell ads within their content.
This story first appeared on newmediaage.co.uk