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The Times has turned on its new online TV and video service backed by a "six-figure" deal with exclusive sponsor Cisco.

A string of video clips including world news, business, sport and entertainment are available from content providers such as Reuters, punctuated by TV commercials.

The newspaper - part of Rupert Murdoch's giant media empire - reckons the addition of video content will help bump up the number of people visiting its site making it more attractive to advertisers.

Said Peter Bale of the Times Online: "Video online is a crucial part of the new multimedia world and we hope this groundbreaking service will allow our users to join with us in experimenting in this area and that they will tell us what they enjoy and want more of.

Times TV is backed by Roo - the online video broadcasting outfit, not the footy player with a dodgy foot.

Last year Roo generated revenues of $6.6m, up 68 per cent on the year before.

At the end of last year more than 100 web sites were running Roo's internet TV service including news.com.au, Verizon's Broadband beat site and Cable & Wireless' (C&W) Bulldog ISP. ®

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