TV network Channel 4 has announced that it has partnered with FilmFlex, the IPTV joint venture between Sony and Disney, to launch a new online video on-demand service for Film4 which will be called Film4oD and it will supply a selection of films to rent online, with a lot of them available on the same day as their DVD release. There will be over 500 films available at launch, available to rent from between 50p and £3.99.

The move is part of the UK broadcaster’s new strategy to broaden its VOD service and experiment with different payment models on the new online era.

Sarah Milton, The head of Channel 4’s VOD content, said, “It represents a different business model to our current ad-funded structure, and film lends itself well to payments.”

“Channel 4 will experiment with a variety of payment models in the coming months”, said Milton, adding, “Film4oD will provide us with good insight into the willingness of people to pay for content, and their viewing habits.”

This will help us in determining whether to launch Film4oD on other devices, such as the PlayStation3, for which it’s soon to launch 4oD.

“Initially it’ll be an online proposition, but once we understand the level of demand for the service we’ll look at other platforms and devices,” said Milton.

The broadcaster is also keeping a close eye on the social networks. “We’re definitely focused on expanding our presence on social networks, and will be looking at all options in the coming months,” she added.

Andrew Keyte, CEO of FilmFlex, said, “We believe streamed movie rental is becoming a much more satisfying choice for many movie fans. The industry has been waiting for a mainstream, mass-market and legitimate online movie service. We’ve built one that has the widest choice of new titles and is as easy to use as 4oD.”

FilmFlex carried out two years of development and consumer research to deliver the service, which allows users not only to browse by genre, title and new releases, but also watch trailers and view box office details.

To celebrate the premiere of In Bruges on the Film4 channel in November, Film4oD will host a season of crime movies under the banner ‘Partners in Crime’, featuring Kiss Kiss Bang Bang, Down Terrace and Seven.

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