The Russian internet company Yandex is to partner with several major TV channels and film studios.
Kommersant reports that they include Channel One, NTV, Ren TV, Mosfilm and Bazelevs, with the aim being to trial broadcasts of their content on its sites, including the main page.
It adds that Yandex is using its own technological infrastructure to make the broadcasts stable in quality.
It is also testing advertising formats for the content in order to select ones that can be monetised and are acceptable to audiences.
Yandex sites were viewed by a total of 52.7 million Russians aged 12-64 in January this year.
Although headquartered in Moscow, the company has development and sales offices in 17 locations in nine countries.