TECHNOLOGY which could help revolutionise the way online video is used has been developed in the North-East.

Start-up company Quick.tv has created software which allows interactive clickable features to be added to online video content.

Nick Bell and Tod Yeadon, founders of the Newcastle-based firm, said the new technology could revolutionise the use of online videos, and is being specifically aimed at “e-tailers” who want to increase impulse purchasing online.

“For example, by watching a video of a fashion show and clicking on the model, users will be able to access details about the clothing and be directed to the point of purchase.

Commercial director Mr Bell said: “Online video has gone from being a consumer-driven entertainment experience to a fundamental feature of any website.

“It’s now recognised by businesses across all sectors as an effective marketing tool and the best way to engage an audience.”

Quick.tv has been helped with its developments by a £335,000 funding round led by leading venture capital firm NorthStar Equity Investors (NSEI), which has backed the company with three cash injections since 2006.

Michelle Cooper, investment manager at NSEI, said: “Having worked with Quick.tv from day one, we are constantly impressed with the team and their ideas.

“Tod and Nick have impeccable credentials as well a vast amount of experience and expertise within the media industry. We have worked closely to review the business model during the past year and now eagerly anticipate the launch as we continue to support Quick.tv in its early stages of growth.”