Rupert Murdoch famously declared back in the heady days of the dot.com Klondyke that he could see no opportunity for profit in the internet.
The chomping now you hear is the sound of the US media mogul munching his words.
His bestselling UK daily tabloid, The Sun, has launched Europe's first daily newspaper video bulletin via its Sun Online website.
Produced for The Sun by multimedia news agency the Press Association, the bulletins run for around ninety seconds and are updated four times daily.
Loyal Sun readers should, however, rest easy. There's no danger of real news contaminating the video mix, as the newspaper's own editorial team will be overseeing PA's efforts to ensure they reflect the newspaper's style.
In addition, to the 'news' bulletins, The Sun has also commissioned a weekly video entertainment review featuring celebs cavorting at film premieres and showbiz gossip.
Gushes PA head of multimedia Asha Oberoi: "We are enormously excited by our partnership with the Sun Online. The website is a fantastic showcase for our video journalism and through our close working relationship we can demonstrate our ability to tailor our content to a customer's editorial style."
But the Murdoch organ is atypically modest about its latest contribution to British culture.
WAMN could find no mention of the video bulletins in Sun Online this Sunday morning and a search of its online archives covering the past ninety days produced the following result: No document matched your query "video+news+bulletins" .
Data sourced from BrandRepublic (UK); additional content by WARC staff