Google Video is trying out a new advertising scheme on its premium content videos that lets customers download videos for free in return for watching an ad.

This pilot is a step towards making internet video more like traditional broadcast TV rather than pay-on-demand TV.

The video has an ad banner displayed across the top of it, but the ad itself isn't played until the end.

A message on Google Video's site says that the videos it is now offering free usually sell from $0.30 to $14.99.

At the moment, the advertising plan is only in a test phase, and it's unclear for how long the free videos will be available.

Some analysts view this as an attempt to make internet video more attract to customers, and Google could potentially draw more revenue from advertisers than from customers loathe to pay a video-download fee.