BURBANK, and SAN MATEO, CA – Mixed in with the home-made music videos, clips of skateboarders impaling themselves on railings and depressed teens railing against their moms on YouTube will be content from – and promotions for – NBC’s fall lineup beginning immediately.
The U.S. broadcaster and the viral video site YouTube announced a strategic partnership on Tuesday that will combine NBC’s programming with YouTube’s enormous audience. Primarily, it’s a new way for NBC to promote its new fall programming lineup and other preferred shows over the next year.
YouTube users watch over 70 million videos per day, according to the company.
The agreement also includes an integrated, cross-promotional advertising relationship on the YouTube service and significant on-air promotion provided by NBC, says the release.
Under the terms of the agreement, NBC will create an official NBC Channel on YouTube to house its fall preview area with exclusive clips to promote NBC’s The Office. In addition, over the next year, NBC will upload several video presentations and long form promos per week to the NBC Channel on YouTube from prime time and late-night programs like Saturday Night Live, The Office, and The Tonight Show with Jay Leno. YouTube will also promote NBC’s videos throughout the site.
"The YouTube and NBC partnership symbolizes what can happen when traditional media companies and new media companies find common ground," said John Miller, chief marketing officer, NBC Universal Television Group. "YouTube is the perfect online media partner to promote NBC’s marquee entertainment to their audience and explore new and creative ways to harness the power of viral video in a manner that respects copyrights. We applaud YouTube for their continued willingness to work with us to remove any unauthorized NBC content and protect our copyrighted material. We are thrilled to be partnering with this forward-thinking company."
"We are delighted to work with NBC on an official basis. Bringing more entertaining and exclusive content to YouTube helps further our goal of providing the best video entertainment experience on the Internet," said Chad Hurley, co-founder and CEO of YouTube in the release. "This partnership provides greater visibility and access to both NBC and YouTube’s audiences, providing both companies with new outlets for growth and opportunity."
NBC will also use the site to launch a contest for The Office, where people can submit their own 20-second promotional videos. NBC will publicize the campaign on-air regularly during the first three weeks of the contest, encouraging YouTube users to enter. "User-generated videos must be compelling and entertaining and create interest for potential viewers to watch The Office," says the company.
Examples can be seen in the NBC YouTube Group. The contest runs June 26 through July 21. The winning video will air within the network broadcast of The Office during the month of August. NBC will also offer a how-to video featuring writer-producer Bill Lowery, who normally writes and produces all the network’s promos for The Office.
