Last month, the Liverpool Daily Post became the first Trinity title to have its own branded channel on the hugely popular video stream site. It currently features, among other things, a video of the morning editorial conference.

Now 20 more papers have launched their own YouTube channels including the Teesside Gazette, Liverpool Echo, and Huddersfield Examiner.

The Examiner channel currently features leukaemia sufferer Adrian Sudbury reacting to his recent Multimedia Journalist of the Year prize at the Regional Press Awards.

"It's very much in its infancy but the aim is that every video we put up on our sites will be put into YouTube," Jessica Healy, online marketing manager for Trinity Mirror Regionals said.

"We've got 20 live at the moment, but we are launching new sites all the time. Every new site that we launch, we set up the functionality and encourage them to use it."

Trinity used a YouTube application to adapt its group-wide content management system so that videos can be uploaded to the new channels through a single click.

From now on, each Trinity title that produces web video content will also launch an accompanying YouTube channel.