ITV Local has 4 million video views in May

Media Guardian reports that ITV's web video figures rocket.

ITV Local, which offers news, weather and entertainment content to different regions, recorded four million video views in May.

The four ITV regions where video has taken off the most are Meridian, which accounted for 16% of views, Central at15%, Anglia with 11% and London at 11%.

ITV's London region saw the biggest month-on-month growth for May recording a 50% boost in video views.

These numbers in the context of "12 million views of programmes or clips on ITV.com in May" - although it's not clear whether the 4 million to ITV Local are included in the overall 12 million or not.

If this is the case then it would seem a solid endorsement of the value of local content on the web, particularly given that the overall figures for ITV.com are led by such high-profile output as Coronation Street, Britain's Got Talent and Euro 2008 football.