MUMBAI: In an attempt to increase news video usage on the site, BBC World has launched embedded news video clips on BBC.com.

This new service allows users to view broadband quality news video within the text content page, rather than launching a separate player.

Every day, around 30 international news reports and hourly one-minute world news summaries can be watched by clicking on the 'watch' icons at BBC.com/news, giving audiences access to the BBC news content whenever they want.

BBC World editorial director Sian kevill said, "This is great news for our many millions of users. By embedding news clips, it allows us to bring video content into the heart of the story, delivering our online audience richer journalism,"

The service also offers pre-roll advertising opportunities outside of the UK.

Global Brands Allianz and Shell have signed up as exclusive launch advertising partners, buying out the news video clips across BBC.com for the first two days of the new service.

BBC World VP International digital ad sales Tom Bowman said, "This execution of embedded news video clips on BBC.com offers easy access to great content for our users and targeted, impactful coverage for our advertisers too. We are delighted to have secured Global Brands Allianz and Shell as our exclusive launch partners".

A multi-dimensional trade marketing campaign is running to support the launch of the new service, including a microsite which can be viewed at www.bbcreachingmillions.com.