Video content from ITV's stable of online and broadcast properties will be added to core site Friends Reunited, Genes Reunited, Friends Reunited Dating and Friends Reunited Gaming. It will be added to channels and user groups, with opportunities for pre-roll and post-roll ads around the clips.
Friends Reunited dropped its subscription-based model at the beginning of May and is now looking for new ways to make money from its expanded audience. Unique users increased from two million in April to 5.5 million in July, with 6.6 million across the whole network for the same month.
Andy Baker, Friends Reunited managing director, was enthusiastic about the video projects for Genes Reunited, which will feature film of users finding friends and relatives using the site.
He said: "We get such powerful stories coming out of Genes Reunited that it makes sense to spend money helping users put their video stories on the site. One of the benefits of being owned by ITV is that it has a set of video journalists who can help us create a fantastic end result."
Friends Reunited is key for ITV as it looks to generate digital revenues. It wants to raise £150m in annual online revenues by 2012.
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