October 16, 2009

Channel 4 signs worldwide-first YouTube deal: watch our telly on your interweb box

Channel 4 YouTube
YouTube and Channel 4 (who pay my mortgage) have signed a pioneering content deal which will make the broadcaster’s original programmes available on demand, in full and free-of-charge via YouTube in the UK. By early 2010 all of our current programming and about 3000 hours of archive will be available to search and view at your leisure.

This is big news, as it marks the first time that a broadcaster anywhere in the world has made a comprehensive catch-up schedule available on YouTube, providing Channel 4 with additional advertising inventory and reach: YouTube last week announced it was serving over 1 billion video streams every day.

Under the terms of the deal, Channel 4 will make its 4oD video-on-demand ‘catch-up’ service of new programmes available via YouTube shortly after television transmission, including series that have already proved particularly popular with online audiences such as Skins, Hollyoaks, The Inbetweeners and Peep Show. YouTube users will also be able to access around 3,000 hours of full length programming from the Channel 4 archive at any given time, including shows like Brass Eye, Derren Brown, Ramsay’s Kitchen Nightmares, Teachers and many others.

The partnership runs for an initial term of at least three years and the two parties will share advertising revenues on an agreed formula. The deal will create significant value for Channel 4 and its independent production partners, generating additional revenue to invest in creating high quality, original content.

Channel 4's will have a branded presence on YouTube and will be able to sell advertising around its content on the site. The agreement also allows Channel 4 to sell advertising around some non-Channel 4 content on YouTube for the first time, expanding the amount of inventory available to its sales team and bringing its considerable expertise in advertising around full length TV content to the YouTube platform. It will help Channel 4 develop its advertising sales proposition in digital, including the use of YouTube’s demographic targeting tools to target advertising against Channel 4 content on YouTube.

The deal builds significantly on Channel 4 and YouTube’s existing partnership; Channel 4 was the first broadcaster to sell pre-roll advertisements on YouTube clips, and the first UK broadcaster (before iPlayer) to put all its programmes online for viewing on demand with 4oD.

Comments

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As more and more broadcast content appears on the web in long form, I think there are going to be far more opportunities for social scheduling and the rise of what effectively amount to independent channel controllers/unschedulers.

See for example: DeliTV, which supports user based scheduling through bookmark lists, and viewing via Boxee:

http://ouseful.wordpress.com/2009/09/02/delicious-tv-personally-programmed-social-television-channels-on-boxee-preview/

More here:
http://ouseful.wordpress.com/?s=delitv

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About Ewan

Ewan McIntosh is the founder of NoTosh, the no-nonsense company that makes accessible the creative process required to innovate: to find meaningful problems and solve them.

Ewan wrote How To Come Up With Great Ideas and Actually Make Them Happen, a manual that does what is says for education leaders, innovators and people who want to be both.

What does Ewan do?

Module Masterclass

School leaders and innovators struggle to make the most of educators' and students' potential. My team at NoTosh cut the time and cost of making significant change in physical spaces, digital and curricular innovation programmes. We work long term to help make that change last, even as educators come and go.

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