British cable TV operator Virgin Media has chosen online video publisher Brightcove to provide and support short videos for its more than 11 million monthly website visitors.

The two firms said in a statement that Virgin Media would use the Brightcove platform to carry its online news, music and entertainment content alongside adverts.

The Nasdaq-listed British cable firm, which has recently launched an online music video service, said Virginmedia.com would be at the heart of its entertainment line-up.

Media companies around the world are increasingly making their content available online, to reach new users and the advertising money that is available on the Web.

Brightcove has said it has also seen an increase in companies asking about their services since the start of the economic downturn, as they look to launch new services but hold back the costs.

Brightcove, which is privately held, already has partnerships with British broadcasters ITV Channel 4, Five, BSkyB and STV. The firm last week announced a deal with Turner Broadcasting to support its content throughout Europe.

(Reporting by Kate Holton; Editing by Greg Mahlich)

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