The BBC has unveiled the latest version of the iPlayer video-on-demand service, a customisable upgrade that includes deals with Facebook and Twitter allowing users to share content via the social media networks.
Broadcasters including ITV, Channel 4 and Channel Five will also benefit from iPlayer's user traffic for the first time, with the service offering links through to the VoD players of commercial rivals.
The tie-up with Facebook and Twitter, which will allow iPlayer users to recommend programming to their friends as long as they log into the BBC website first, forms part of a strategy to make the service more social.
However, users will have to sign up to the BBC's own website ID service, already used for posting comments on the site, so that the corporation can maintain a "complete social eco-system" with iPlayer users. The corporation has more than one million users already signed up to BBC ID.
Huggers stressed that this was not the first step in turning the BBC iPlayer into a full social networking website.
"Does the BBC need to build its own social network? I think the answer is no. We want to integrate with other services," he said.
The new version of the iPlayer, which goes live in a beta testing version from today, will see the channel icons of rival broadcasters appear in the online electronic programming guide alongside the BBC's own TV services.
In addition, rivals' shows will appear if a non-BBC programme, such as "Coronation Street", is entered into the iPlayer's search engine and can be added to an constantly updated favourites list of content.
Deals have been struck with the ITV Player, Channel 4's 4oD, Five's Five on Demand, S4C's Clic and the VoD aggregation service SeeSaw.
The new links to commercial rivals will go live on the iPlayer service later this year. The deals with rival broadcasters will not see the sharing of content or technology.
Erik Huggers, the director of future, media and technology at the BBC, said that there was "no particular reason" that BSkyB's Sky Player was not one of the launch partners.
"It is an open programme, if Sky wants to be part of this it is no particular problem. They are considering it," Huggers added.
The partnerships form part of the BBC's pledge in the strategic review of online activities to be more of a "window on the web" and double the number of clickthroughs to rivals' websites from 10m to 20m per month.
Huggers said that one reason that director general Mark Thompson's original plan to form partnerships with commercial broadcasters using the iPlayer, which fell apart last year, failed was because it involved the sharing of BBC technology.
The BBC has also struck a deal with Microsoft's Windows Live Messenger chat service so that iPlayer users can message each other at the same time as watching shows.
Huggers said that the iPlayer, which was previously criticised for not launching products simultaneously on multiple technology platforms, was in "exploratory discussions" with operators of other chat services including Google and Facebook.
"The fact we chose Microsoft [first] was because they have the largest installed base [of users]," he added.
Huggers said that the "interlinking" service with rival broadcasters would apply to "premium, long-form video" and represented "just the start" of partnerships.
A spokesman for Five said it would consider providing links to online video content from other public service broadcasters on its own Demand Five service. "It makes sense if done in the right way. It is something we will actively consider," he added.
Huggers also said that a long-delayed international version of the iPlayer, which would be operated by the corporation's commercial arm, BBC Worldwide, was still in the works.
"It is still very high on the agenda. We are working closely with BBC Worldwide on it. It is absolutely something we are looking into," he added.
Huggers also lent his support to Google TV, the service that will allow viewers to search the web and eventually download VoD content while watching their TV set, arguing that he does not see it as a competitor.
"I think Google TV is an interesting new product that shows the level of competition in the marketplace and that living room innovation is moving fast," he said. "I welcome it. I see GTV, if it is successful, as a fantastic receiver for BBC services... the iPlayer, news, sport, childrens whatever. We want to provide on a platform neutral basis."
The new-look iPlayer aims to remain both simple for users that just want to watch TV or radio while also allowing a massive amount of functionality so advanced web users can customise their iPlayer experience.
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