NBC To Promote Shows on YouTube
June 27, 2006 | by Geoff Duncan
Innovation or desperation? Last-place broadcast network NBC enters a strategic partnership with video site YouTube to promote its fall shows.
NBC has announced a strategic partnership with video-sharing site YouTube to highlight clips and promos from upcoming and classic NBC shows on the YouTube site. Selections might include clips from shows like The Tonight Show with Jay Leno and Saturday Night Live, behind-the-scenes footage, Internet-exclusive material, as well as a contest (running June 26 to July 21) for fans of NBC show The Office to create their own 20-second promotional videos.
"The YouTube and NBC partnership symbolizes what can happen when traditional media companies and new media companies find common ground," said John Miller, NBC's Chief Marketing Officer. "YouTube is the perfect online media partner to promote NBC's marquee entertainment to their audience and explore new and creative ways to harness the power of viral video in a manner that respects copyrights. We applaud YouTube for their continued willingness to work with us to remove any unauthorized NBC content and protect our copyrighted material. We are thrilled to be partnering with this forward-thinking company."
NBC plans to make a half dozen or so items available via YouTube at any given time; under the deal, YouTube will create a separate channel to showcase NBC video. Although financial terms were not disclosed, apparently not much money is involved, although NBC has agreed to buy ads on YouTube. Some might argue desperation could be breeding innovation—or at least a willingness to go out on a limb. Despite some success with online video distribution via iTunes (where NBC-owned Battlestar Galactica and Monk have been decent sellers) ratings-challenged NBC remains in last place among broadcast networks and needs to bolster its viewership—and thereby paid-for advertising—as the company battles rival broadcast networks, cable, and (of course) the Internet.
The move may also give YouTube some more legitimacy, and the company has scored points with Hollywood studios for making efforts to remove content from the site which infringes on copyright. "We are delighted to work with NBC on an official basis. Bringing more entertaining and exclusive content to YouTube helps further our goal of providing the best video entertainment experience on the Internet," said Chad Hurley, co-founder and CEO of YouTube. "This partnership provides greater visibility and access to both NBC and YouTube's audiences, providing both companies with new outlets for growth and opportunity."
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Ian Bell on Jun 27th, 2006 at 10:27 AM:
I truly thought YouTube would either be sued and put out of business or purchased by a big network at this point. I hope that NBC decides to put popular shows on there rather than running re-runs of canceled sitcoms.