Partners in challenge to traditional TV industry include Wall Street Journal, Madonna, Ashton Kutcher and Shaquille O'Neal
Madonna is involved in dance video network DanceOn, one of 100 new channels to be broadcast on YouTube. Photograph: Anthony Harvey/PA
YouTube has unveiled its latest challenge to the TV industry with the launch of 100 online channels of original programming from partners including the Wall Street Journal, Madonna, Ashton Kutcher and online magazine Slate.
The launch marks Google-owned YouTube's most significant push into high-quality content as it seeks to shift the emphasis of the world's largest video sharing website from its roots in user-generated content.
YouTube's venture, for which Google will fork out up to $100m to producers as an enticement to launch channels, will see about 25 hours of new, original programming a day.
The majority of about 100 new online channels that YouTube has signed up will launch next year.
Those channels include Antony Zuiker, the creator of criminal drama CSI, rapper Jay-Z, former NBA star Shaquille O'Neal, Rainn Wilson, one of the star's of the US version of The Office, and skateboard legend Tony Hawk.
Media organisations launching channels include Thomson Reuters, Slate, satire site The Onion and Cosmopolitan owner Hearst.
TV production companies and film studios getting involved include Lionsgate, the US company behind Mad Men and Nurse Jackie, which is creating a fitness channel, and X Factor co-producer FremantleMedia, which is to launch a pets and animals channel.
According to reports, YouTube is paying $100m to producers as an advance on the advertising revenue that the videos will bring in. Advances are thought to be as much as $5m per channel and content creators are thought to be in line for more than half of all revenues made.
On Friday, Google also announced a new version of Google TV, adding search tools that expand results to include shows on cable or web-based services like Netflix and Amazon.
Robert Kyncl, global head of content partnerships at YouTube, characterised the channels' launch as a step change equivalent to the way that the cable TV industry expanded viewing from a handful of channels to hundreds, such as MTV, CNN and ESPN, that now "define media".
"Today, the web is bringing us entertainment from an even wider range of talented producers, and many of the defining channels of the next generation are being born, and watched, on YouTube," said Kyncl in a blog post. "For advertisers, these channels will represent a new way to engage and reach their global consumers."
• To contact the MediaGuardian news desk email editor@mediaguardian.co.uk or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. If you are writing a comment for publication, please mark clearly "for publication".
• To get the latest media news to your desktop or mobile, follow MediaGuardian on Twitter and Facebook.
The launch marks Google-owned YouTube's most significant push into high-quality content as it seeks to shift the emphasis of the world's largest video sharing website from its roots in user-generated content.
YouTube's venture, for which Google will fork out up to $100m to producers as an enticement to launch channels, will see about 25 hours of new, original programming a day.
The majority of about 100 new online channels that YouTube has signed up will launch next year.
Those channels include Antony Zuiker, the creator of criminal drama CSI, rapper Jay-Z, former NBA star Shaquille O'Neal, Rainn Wilson, one of the star's of the US version of The Office, and skateboard legend Tony Hawk.
Media organisations launching channels include Thomson Reuters, Slate, satire site The Onion and Cosmopolitan owner Hearst.
TV production companies and film studios getting involved include Lionsgate, the US company behind Mad Men and Nurse Jackie, which is creating a fitness channel, and X Factor co-producer FremantleMedia, which is to launch a pets and animals channel.
According to reports, YouTube is paying $100m to producers as an advance on the advertising revenue that the videos will bring in. Advances are thought to be as much as $5m per channel and content creators are thought to be in line for more than half of all revenues made.
On Friday, Google also announced a new version of Google TV, adding search tools that expand results to include shows on cable or web-based services like Netflix and Amazon.
Robert Kyncl, global head of content partnerships at YouTube, characterised the channels' launch as a step change equivalent to the way that the cable TV industry expanded viewing from a handful of channels to hundreds, such as MTV, CNN and ESPN, that now "define media".
"Today, the web is bringing us entertainment from an even wider range of talented producers, and many of the defining channels of the next generation are being born, and watched, on YouTube," said Kyncl in a blog post. "For advertisers, these channels will represent a new way to engage and reach their global consumers."
• To contact the MediaGuardian news desk email editor@mediaguardian.co.uk or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000. If you are writing a comment for publication, please mark clearly "for publication".
• To get the latest media news to your desktop or mobile, follow MediaGuardian on Twitter and Facebook.
Không có nhận xét nào:
Đăng nhận xét