Dentsu Inc, Japan’s largest ad agency, said it would team up with game maker Nintendo Co Ltd to launch a video distribution service on Nintendo’s wildly popular Wii console.

The two companies plan to offer programmes created for the service, a Dentsu spokesman said, in contrast to most online channels, which tend to carry existing TV shows and movies.

Viewers will need to pay to see some of the new programmes, while others will be offered free of charge and accompanied by advertisements, the spokesman said on Thursday.