The Wall Street Journal has launched a new video application “WSJ Live” that pulls from the content from its stable of live programming.

WSJ Live is another push from the Journal into video programming — which represents some of its most valuable advertising inventory, said Alisa Bowen, general manager of the Wall Street Journal Digital Network. Ad inventory on the video network has been sold out and WSJ Live is free to watch on WSJ.com. That is part of the reason that the Journal plans to keep WSJ Live free of charge, unlike some of its other content, but that could change in the future, Bowen said.

Six advertisers have signed up for the sponsorship of the app: Aetna, AT&T, Citi Simplicity, Cognizant, FedEx, and Fidelity.

The Journal has been one of the longest running newspapers in the U.S. to charge for online content, a hybrid model that allows readers to access some content for free.

WSJ Live draws upon the staff of the Dow Jones’ newsroom and currently airs about four hours of  live programming (which is also available on demand) every day that includes News Hub, Lunch Break and Mean Street.