The Sun has become the first UK national newspaper to feature daily video news bulletins on its Website, with updates four times every weekday, following a deal with the Press Association.
The multimedia news agency has agreed to produce branded news bulletins for The Sun at around 90 seconds in length, featuring updated news on running stories as well as breaking news.
The Press Association will also produce a weekly entertainment bulletin with showbusiness gossip from the red carpet at film premieres.
The first entertainment feature was filmed at the premiere of 'War of the Worlds' and resulted in 27,000 online users watching Tom Cruise being drenched with water in a prank for a Channel 4 programme.
The Sun's editorial team will work with the PA to agree on the content of the bulletins to ensure they reflect the style of the tabloid newspaper. In addition, Sun reporters will work alongside PA's broadcast journalists to present some red carpet features.
The bulletins are produced in The Press Association's multimedia newsroom at the agency's London headquarters, with six to nine broadcast journalists and video journalists presenting the bulletins.
Asha Oberoi, head of multimedia at the Press Association, said: "We are enormously excited by our partnership with the Sun Online. The Website is a fantastic showcase for our video journalism and through our close working relationship we can demonstrate our ability to tailor our content to a customer's editorial style."
The Sun says that it had been looking for an additional channel to add to its online service and that PA came to them at just the right time.
"PA's level of service fitted perfectly with our future plans and has resulted in a very popular new addition to the Sun Online," said The Sun's marketing manager Danny Rogers
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