The Sunday Mercury, a British regional Sunday newspaper, is undergoing a transformation; it is turning itself into a 24/7 news operation.

The changes will include the Mercury's journalists breaking stories on the new website rather than in a print addition.

The operation's revamped offering will include its own YouTube channel, a 20-strong team of bloggers, and jokes.

Deputy editor Paul Cole, who is heading up the online initiative, said: "We have built a website that breaks the regional newspaper mould, offering a minimum of 80pc unique material that you won't find in the print edition, and with the emphasis on entertainment and sport.

Two other titles from the same stable - the Birmingham Mail and Birmingham Post  - underwent web relaunches earlier this year.

To help attract Internet users to its new site, the Mercury is offering a free download from rock band Primal Scream and a Batman movie ticket giveaway.

The new website - www.sundaymercury.net - is now live and has become the latest Trinity Mirror website to undergo a makeover.