Channel 4 has become the first broadcaster to make full TV shows available via YouTube, which means we'll be able to watch the latest episode of 'Hollyoaks' at any time via the Google-owned video site.

Some of the network's good shows will also be available, as will 3000 hours of archive programmes, Channel 4 and YouTube will share ad revenues generated by the content.

C4's outgoing CEO Andy Duncan confirmed the deal, saying:

"Making our programmes directly accessible to YouTube's 20 million UK users will financially benefit both Channel 4 and our independent production partners and help bolster our investment in quality British content. It demonstrates our ability to strike dynamic commercial partnerships to help underpin our future as a commercially funded, not-for-profit multi-platform public service network".

Full C4 shows will start to appear on YouTube early next year. It's thought the network will continue to operate its own online on-demand service 4OD alongside its stepped up partnership with YouTube.

Outgoing ITV boss Michael Grade has admitted his company are also likely to do similar deals with YouTube and expanding US-based on-demand video service Hulu, though he added that he feared that such deals would see a sizable portion of online revenues from British television archives going to US companies who wouldn't be investing in future UK TV.

Adittional reporting by CMU Network