It represents an entirely fresh approach to creating an unmediated online video marketplace between content owners/creators and consumers. Big publishers will continue to sell content through major stores like iTunes, but OTN allows publishers to distribute content that, if fairly priced, might make a few bucks.

It works via a technology the company previously built, called KlickTab. Users first set up an account, and then whenever they want to buy content from an OTN publisher, that account is debited when the item is downloaded. OTN lets the user subscribe to an RSS feed with audio or video content, permitting the viewing of headlines of new articles in media players such as iTunes or the Zune player.

Publishers are given instructions to publish their content to the OTN servers so the technology can track downloads and credit their account. The site is self-service, and there are no content gatekeepers. Pornographic content is removed. Downloaded files are not secure as once they hit a user’s machine, they can be copied.