Microsoft is on the hunt for sponsors for a UK trial of long-form video content on MSN, according to Ashley Highfield, MD & VP of consumer & online at Microsoft UK, reports Danielle Long from Cannes

Speaking to new media age at the Cannes Lions international advertising festival, Highfield said the pilot would gauge consumer interest in the service, but added it wouldn't launch until content and technology deals had been struck and a launch sponsor had been found.

Microsoft has been rumoured to be mulling over long-form content on MSN since appointing the former director of BBC Future Media & Technology, as which he launched the BBC iPlayer, and MD of the now-defunct video-on-demand service Project Kangaroo. However, this is the first time Highfield has revealed solid plans.

"Clearly video is a particular passion of mine and I think, as we enter the third age of the web, it's only going to get bigger," he said. "MSN Video is the UK's third-largest site for video viewing but it's all short form, so we'll look at whether it's compelling to advertisers and consumers to move into long form.

"We’re certain we're not going to use UGC – we want all our content to be decent," Highfield added. "We know there's audience demand for long form but before we launch anything we want to get the content lined up, the technology in place and a launch sponsor then we'll see how it goes."

Source: NMA

Labels: ashley highfield, msn, vod