Attenborough
Marking the most expansive deal of its kind for the hugely popular video Web site, YouTube has signed a content partnership with the BBC that will bring news and entertainment clips to the site
Much of the content will be advertiser supported, which is almost certain to spark criticism from the Beeb's commercial rivals.
Friday's deal comes as YouTube, owned by search giant Google, is having trouble closing similar deals with U.S. media congloms, many of which are upset at the Web site's inability or unwillingness to filter pirated content before it's uploaded.
The Beeb is apparently less concerned about piracy on YouTube, however. Its non-exclusive, multi-year partnership includes a mix of promotional content and short-form entertainment and news clips. The two companies will split ad revenue.
YouTube plans to test a variety of advertising options with BBC content in the coming months including, for the first time, video ads that could run before, during, or after clips. Until Friday, YouTube only had banner ads on its site, along with paid placement for marketing clips.
It's by far the biggest content deal yet for YouTube in terms of scope, length and prominence of the partner.
"This is a unique commercial opportunity for us worldwide in that the BBC is a globally recognized brand that produces content from a broad variety of genres," said Patrick Walker, Google's head of video partnerships in Europe, the Middle East and Africa.
YouTube has failed to expand a short-term deal it made with CBS last fall partly over the issue of content filtering. Talks with Viacom also very publicly fell apart recently due to disagreements over content protection and compensation.
BBC will have three channels on YouTube, which will be available in different markets in accordance with its licensing arrangements and what it's allowed to do by the British government:
- An advertising-free channel featuring promotional clips and original behind-the-scenes videos from the pubcaster's news and entertainment programming from shows like "Doctor Who" and "Life on Mars." Channel, which launched Friday, is meant to drive viewership and Web traffic to the BBC.
- A BBC Worldwide channel with ad-supported clips from new and recent programs like "The Mighty Boosh" and David Attenborough's shows. Pubcaster is particularly hopeful that this channel will spark interest in shows in markets where they don't air.
- An ad-supported BBC News channel, expected to launch within a few months. It will only be accessible outside the U.K., in keeping with the Beeb's mission to provide free news to Brits.
While the deal should bring in some extra coin to the network, particularly as YouTube expands its advertising possibilities in concert with Google, execs say it's mainly intended at expanding the presence of BBC shows for the YouTube demo.
"This is all designed to expand our brand awareness, particularly in markets where a lot of people aren't aware of all the different products BBC has," said BBC Worldwide America prexy Garth Ancier.
Distinction is also important for the BBC to fend off criticism that it's becoming too commercial. Company insists the deal is consistent with BBC traditions because magazines published by the organization carry ads.
YouTube is rolling out "geo-targeting" technology that will let BBC and other partners specify which content is available in which countries. That will help the BBC News channel, which will be blocked in Blighty, and prevent webcasts of certain clips in countries where carriage agreements prohibit them.
Under Google, YouTube has been eager to sign deals with as many major content partners as possible to draw big name advertisers, retain users and shield itself from liability for piracy.
Partnership with the Beeb is a huge step toward demonstrating it can close such deals, even as talks with most U.S. media congloms are making little progress, according to insiders.
"The BBC is taking a position of leadership in the ability to deliver content to audiences wherever they may be," said YouTube partnership development director Chris Maxcy in a not-too-subtle swipe at companies like Viacom that are publicly resisting such deals. "Not all media companies are thinking that way yet."
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