BBC iPlayer runs rival channels' programmes

Channel 4, Five and ITV output now viewable on iPlayer through partner-linking feature…

BBC iPlayer, the BBC's on-demand service, now lets users watch programmes from other channels through a new partner-linking feature.

TV programmes initially aired on Channel 4, Five, ITV, S4C, SeeSaw.com and MSN Video Player can now be watched through the BBC iPlayer website.

In a statement, the BBC said: "This has been an extremely ambitious and technically complicated project, and we wanted to get to a user experience that feels intuitive and not bolted-on."

BBC iPlayer is transformed into a hub service, thanks to new partner-linking feature
Photo: BBC

The BBC also said any provider of UK on-demand content that has previously been broadcast on an Ofcom-regulated channel can apply to become a BBC iPlayer partner.

The iPlayer partner-linking feature is part of a wider drive to make BBC Online a hub service for various media. The BBC points to the BBC News site's position as one of the top five sources for referrals to UK newspapers, as an example of how BBC Online is already achieving this goal.

There are certain technical limitations with the new partner-linking feature, which can mean images are not always available. The BBC has said it is working with its partners to rectify the problem.

The BBC iPlayer app for iPad and Android released at the beginning of last week was downloaded 54,511 times in the first 24 hours of its release.