The new venture, called Videojug.com, is the latest attempt to cash in on the boom in online video in the wake of American sites such as You Tube.

Vidoejug has been set up by Dan Thompson, co-founder and former boss of 365 Corporation, the group behind the Football365 website, and David Tabizel, who helped turn Durlacher into a briefly successful internet investment boutique before the dotcom bubble burst. Also on the management team is Danny Kelly, former editor of music magazines Q and NME.

Videojug will offer a range of video clips that give advice and demonstrations on everything from mixing a mojito cocktail to checking for signs of breast cancer.

Unlike You Tube, and other community sites such as MySpace (owned by News Corporation, the ultimate owner of The Sunday Times), Videojug plans to create many of the video clips itself, rather than relying on home-made, or user-generated, content.

The firm hopes users will post their own video advice and guides. “Everybody is an expert at something,” said Thompson. “We want people to come to our site knowing they will get good-quality information.”

Videojug hopes to generate income from advertising and sponsorship, and by selling its content through other outlets such as digital television and mobile phones.

Users will be invited to review the clips and the site will carry ratings of the newest and most popular contributions. The service launches this autumn, although a test site is up and running.

Explore Tech & Web News

• Personal Tech

• The Web

• Gadgets & Gaming

Times recommends

• Billion-pixel panoramas — from your own camera
• One gadget to rule them all
• The future of social networking: mobile phones