ROO and Times Online have launched an innovative new online TV and video service.

At launch, Times Online TV will be sponsored exclusively by Cisco Systems. The six-figure deal will see Cisco branding throughout the Times Online TV pages as well as TV ads regularly interspersed between video items.

Powered by ROO, the service offers readers dozens of news, business, entertainment and other features from respected providers such as Reuters.

Times Online users can now access regular news bulletins, packages of fashion and entertainment video and oddball stories from around the world. Over time, exclusive content from Times Online and its partners will be offered on the service.

"Video online is a crucial part of the new multi-media 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," said Peter Bale, Online Editorial Director of Times Online.

"ROO offers a high-quality experience which has been customized for Times Online and will allow users with a variety of connection speeds, not just broadband, to enjoy video and TV services within the familiar environment of Times Online," he said.

Ian Clark, Advertising Director, Times Newspapers Limited said: "Our partnership with Cisco on Times Online TV is important for two reasons - firstly it demonstrates technology innovation in action, and that works well for Cisco as well as for us. Secondly, it's a strong partnership that shows how we can create advertising environments that work hard for the advertiser, and genuinely cater for audience demand."

Andrew Sibley, Head of Advertising and Brand Identity, Cisco Systems Inc added: "The enhanced news delivery that Times Online TV brings to its audience will provide a more satisfying user experience as a result of the innovative use of networking technology. This, together with the Times' brand reputation, makes it a natural fit for partnership with Cisco Systems."

"Providing video content and technology for Times Online, a world renowned organization, is a very exciting and significant relationship for ROO. In addition, this new initiative will further enhance ROO's global network of syndicated web properties and follows our previously announced strategy to expand our global market presence within Europe and specifically the U.K." said ROO CEO Robert Petty.

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