ITV reluctant to sign content deals with third parties

ITV has declined to put its programming on video-on-demand (VOD) aggregation services such as YouTub

The broadcaster is keen to boost online traffic of its programming through its own VOD service called ITV Player.

ITV's director of online content, Ben McOwen Wilson, made this announcement at the Guardian's Changing Media Summit 2010.

The BBC, Channel 4 and Channel Five have VOD deals with YouTube and SeeSaw. The BBC Worldwide has an output deal with MSN Video Player for archive programming.

There had been speculations of an exclusive deal between ITV and US-based free online VOD service, Hulu, in exchange for equity stake in the UK version of the service.

However, McOwen specified ITV's plans of strengthening its own VOD service, which posted a 180 per cent growth in users last year. He said that although Hulu is a major success in the US, the UK TV market is a different ballgame altogether.