Media CBS and YouTube Join Forces
posted by October 14 at 14:55 PMon
CBS has made a bold move to drive online viewership by providing full-length television programming via YouTube.
YouTube and CBS have teamed up to deliver new full-length TV programming delivered via YouTube’s new Theater View style, which provides a larger video image. YouTube is testing the new format, so it may see some tweaks in the near future; however, the move represents a significant departure from the short-clip, user-generated content that turned the YouTube brand into an international video sharing powerhouse.
In addition to streaming proprietary, full-length TV episodes, YouTube and CBS are running in-stream advertisements, including pre-, mid-, and post-rolls. YouTube says these embedded advertisements will only show up in long-form content, not the short, user-supplied videos that still dominate the site…
…CBS already streams full-length shows from its own CBS.com Web site, so why draw viewers away from it?
“If you look at YouTube’s numbers, and they are pretty impressive, so CBS will want to take advantage of those views, especially since a lot of CBS content is out on YouTube, regardless of whether it’s under the CBS cloud or not,” [said Chad Cooper, director of editorial content and marketing of OVGuide.com].
The partnership is also an attempt to stem pirated content by providing superior, full-length material that draws revenue from advertising.
“Whether they acknowledge it or not, [copyrighted content] was on YouTube before,” Cooper said.
“CBS is taking this ‘we’re going to play now’ rather than just sit in the corner and build up lawsuit documents,” [said Cooper]. They have a unique opportunity to jump in and reap the benefits of the fabulous YouTube user base and play with them.”