Nintendo has announced that their immensely popular Wii gaming console is finally getting a video distribution service. But while it may seem as if this new launch will put the company into direct competition with rival services from Sony and Microsoft, the fact is Nintendo plans to pursue something of a different strategy.

Initially the new video channel will be available only in Japan. It'll offer family-focused content created specifically for the service, rather than existing shows or movies, and is set to debut next year with both free (funded by advertising) and paid videos.

The new service is being released as a collaborative effort between Nintendo and advertising agency Dentsu, which is looking after content and advertising negotiations. It’s unclear whether Nintendo plans to make the service available outside of Japan, though it is probably in their best interest to scale it out globally at some point.