Times Group’s digital video arm, TAN today launched live streaming services for Times Now, India TV and Zoom allowing users to view television feeds on live.indiatimes.com. Microsoft is partnering TAN for this initiative and the content will be powered using Microsoft Silverlight 3.0.

Rishi Khiani, CEO, Times Internet Limited said "TAN is today the only video platform that allows for best-of-breed cross platform syndication and monetization. With this partnership between TAN and Microsoft, we continue to be at the bleeding edge of digital video. This offering opens up more innovative ad-formats for advertisers, with on-demand, mobile and now live video.""

Moorthy Uppaluri, General Manager-DPE, Microsoft India, said “We are delighted that Microsoft’s technology will now bring users the access to live video steaming and webcasts of television feeds for their leading news channel on real-time basis. With Silverlight 3.0 Microsoft is enabling easy development of rich internet applications for the web. Powered by Silverlight 3.0, http://live.indiatimes.com will also be able to provide picture-in-picture overlays for ad support and provide interactive tools for web customers. We believe that the consumers will be excited  by features such as deep zoom, animation, 3D effects, smooth streaming and vector graphics on the web.”

The revenue model will be based on the advertising mode with in-video formats such as pre-rolls, rich media companion banner ads, overlays and player skin branding.