The Seesaw online TV service has now launched into open beta after a successful closed beta has seen testing with around 20,000 users.

Like an ad-funded version of the BBC's iPlayer service, Seesaw offers programming from the Beeb, Channel 4 and Five for those prepared to sit through unskippable advertising.

The BBC reports that Ikea, Diageo and Kraft have already signed up for ads and the site is currently offering around 3000 hours of programming.

As far as the future goes, Seesaw's platform controller, John Keeling, told the BBC that a premium service will roll-out in the next few months offering a chance to view and rent what it calls "premium" shows.