Fri, May 04, 2012 - Page 10 News List

YouTube promotes original programming channels


Rapper Flo Rida attends YouTube’s “upfront” presentation at Beacon Theatre in New York City on Wednesday.

Photo: AFP

In a flashy presentation to advertisers, YouTube promoted its new channels of original programming, while pledging to spend US$200 million to help market them.

That is roughly twice what the Google Inc-owned video site has spent launching about 100 channels of niche-oriented programming.

The channels are an ambitious initiative from YouTube, about halfway through its rollout.

YouTube hyped the initiative on Wednesday night at New York’s Beacon Theatre, where it urged advertisers to purchase spots alongside its new programs.

It was YouTube’s first “upfront,” an annual TV tradition of getting advertisers to purchase ads to their upcoming programming slates.

YouTube global head of content Robert Kyncl said that YouTube would spend more than US$200 million to market the channels across Google and its advertising network.

After years of relying largely on user-created videos, YouTube is increasingly focusing on partnering with premium content providers to lure audiences for longer viewings and attract advertisers with higher quality videos.

YouTube also announced three new channels, including one called Wigs that will focus on scripted dramas for women. It is created by producer Jon Avnet (Black Swan, Fried Green Tomatoes) and director Rodrigo Garcia (Albert Nobbs, In Treatment) and features the actresses Virginia Madsen, Julia Stiles and Jennifer Beals.

Also newly announced is a -TeamUSA channel from the US Olympic Committee that will feature content ahead of the this year’s Olympics.

Tribeca Enterprises, the parent company of the Tribeca Film Festival, is also creating a channel in partnership with YouTube veteran Maker Studios. That channel, dubbed the Picture Show, will debut later this year.

The event on Wednesday was the last in a two-week series of upfronts from digital companies, including Hulu and Yahoo.

It also marked the first concerted effort from Internet-based outlets to pose as TV networks. The Web destinations have sought to convince advertisers to purchase ads online, arguing that is where viewers are migrating.

YouTube concluded its event with a surprise performance by Jay-Z, who created the YouTube channel Life and Times.

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