U.K. commercial broadcaster ITV has launched Britain's first commercial trial of broadband TV, offering residents of two cities - Brighton and Hastings - seven video channels of local news, weather, local films, an entertainment guide, community video, and classified advertising, writes Media Life (via MediaBuyerPlanner). The effort is a direct challenge to local newspapers, both for advertising and the attention of their readers.

ITV plans to create a "local community" for residents of those two cities, and hopes to bring in a large portion of the $4.2 million per year in local advertising spent in those cities. In its first day, the video service had 35,000 visits, each averaging 20-25 minutes.

If the trials are a success, the network will roll broadband TV across other markets in 15 other regions.