by Playfuls Staff |
5th March 2007
The 4th most popular site in the world, YouTube, recently signed a non-exclusive agreement with BBC, according to which the latter will bring its content on the popular video-sharing site.[more]
Started back in 2005, YouTube is now a model of how simple ideas can turn into a fortune. By now, YouTube can be considered as the one of the top 5 disruptive-technologies that have revolutionized the Web, along with start-ups like Skype, BitTorrent, Skype or the up-coming Joost and Babelgum (P2P TV).
The increasing audience for the site attracted not only the interest of world’s No.1 search engine (which finally acquired it for $1.5 billion last year, after YouTube’s founders had turned down a similar offer from Yahoo) but also the attention of world’s content owners like Viacom, Fox or…BBC.
Viacom recently abandoned negotiations with Google about the media giant’s copyrighted material posted on YouTube, preferring Joost instead- a new business from the founders of Skype, Niklas Zellstrom and Ianus Friis.
The new contract between Google’s YouTube and BBC comes in a time when content owners like Viacom and Fox are asking the removal of their shows from the video site, due to copyright infringement.
BBC is by far the most important content owner which agrees to legally post its content on YouTube until now, in a deal that is expected to increase both audience and profits for both parts.
This non-exclusive partnership will create branded BBC "Channels" on YouTube operating under separate BBC and BBC Worldwide agreements.
BBC is in search for new ways to increase its audience, while YouTube tries to ease down criticism about copyrighted materials and the site’s negligence concerning this issue. BBC is already offering some of its radio shows inside Microsoft’s Live Messenger and is currently testing a new plug-in gadget for iPods that should transform Apple’s product and other MP3 players into a digital radio.
According to BBC’s statement, the plug-in gadget will not be limited to playing only BBC digital radio stations. The British corporation is also looking into making the gadget available for cars and mobile phones.
According to the press release, the recent partnership reflects YouTube's commitment to work with content owners to make compelling video accessible online, and the BBC's commitment to increase reach through the partnership, to bring new audiences to the proposed BBC iPlayer service, and to secure commercial revenue via BBC Worldwide, its commercial subsidiary, to supplement the licence fee.
The partnership, which will build over time, comprises three elements:
From the BBC: Clips of new shows and specially commissioned promotional content linked to popular series such as Doctor Who and Life On Mars. At launch, the YouTube community will be able to enjoy a range of specially- created video diaries including David Tennant and Freema Agyeman, who'll take viewers around the set of Doctor Who; John Simm going back in time for Life On Mars; and Clive Myrie on the streets of the red zone of Baghdad.
From BBC Worldwide: An entertainment channel called "BBC Worldwide" showing clips from material such as Top Gear, Spooks, The Catherine Tate Show, The Mighty Boosh and a range of factual programmes including those presented by David Attenborough. The channel will include a limited amount of advertising.
From BBC World, the BBC's international commercial television channel: Around 30 news clips per day will be offered, with up-to-the-minute news and analysis from around the world. The advertising-funded clips will be available to users outside the UK only.
BBC also targets the interactive social-media: YouTube fans will have at their disposal the same tools used in today’s Web 2.0 environment, so they will be able to rate the content they view, send it to friends by e-mail or by IM along with their comments and even post response-videos to BBC’s shows.
Mark Thompson, Director-General of the BBC, said: "This ground-breaking partnership between the BBC and YouTube is fantastic news for our audiences. YouTube is a key gateway through which to engage new audiences in the UK and abroad.
"The partnership provides both a creative outlet for a range of short-form content from BBC programme makers and the opportunity to learn about new forms of audience behaviour.
"It's essential that the BBC embraces new ways of reaching wider audiences with non-exclusive partnerships such as these."
Eric Schmidt, CEO and Chairman of Google, said: "We're delighted to be joining forces with the BBC to bring the best TV programming available to the YouTube community.
"We will continue to invest in our platforms and technologies to help our partners make the most of the enormous opportunities presented by the billion people now online."
Chad Hurley, CEO and Co-Founder of YouTube, said: "We're constantly looking for innovative ways to bring the best content to our community.
"The BBC is a premier source for quality programming, and we're excited that they are leading the way in enabling two-way dialogue and real engagement with an entirely new audience. We hope to open up an entirely new audience for their content, while deepening their relationship with their existing viewers."
BBC is undergoing a costly restructuration process, following the alarming loss of 1 million viewers in 2005. Director-general Mark Thompson is credited with creating an ambitious restructuring plan aiming to save 355 million pounds a year by eliminating 6,000 jobs.
In 2005, the BBC terminated 1,132 posts, with more than 2,000 set to be terminated in 2007. The BBC also unveiled a three-year program that is expected to cost more than 240 million pounds to implement.
