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UK Round-Up: Channel 4 Radio, News International, Video Ads

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Channel 4: There are few places the broadcaster’s fledgling radio ambitions will not go to secure some headlines in its attempt to win the bid for the UK’s second digital radio multiplex – not even Second Life. Channel 4 Radio is starting to stream its current audio offerings to the virtual world, where avatars can listen on a custom-built island, in a “listening pod” or via a virtual wristwatch. According to the blurb: “We hope to learn from the feedback from users to create an experience that is increasingly tailor made for this new audience.”

News International: David Bullman, director of digital technology and operations at News Corp’s UK news publishing arm, which runs The Sun and The Times amongst others, is resigning according to NMA, which connects Bullman’s departure and some database-related teething troubles the site’s radical February relaunched experienced (much of that work was executed by an outside contractor).

YouTube: A YouGov study has found that 93 percent of UK web users would happily put up with pre-roll video advertisements on YouTube clips, if they were 15 seconds or shorter. YouTube has previously announced pre-roll ads would underpin its revenue-sharing program, though the company is known to favor particularly short-burst ads for fear of alienating users. Commissioned for uTarget, the survey found 18-to-24-year-olds spend 10 percent of their online time with internet videos.