It was announced today that YouTube has partnered in a global content deal with Discovery Communications. Nine YouTube Channels will feature an assortment of clips from Discovery network brands, including TLC, Planet Green, Science Channel and TURBO.
Josh Freeman, EVP of digital media at Discovery Communications, is pleased that YouTube’s ‘unmatched reach’ will provide Discovery fans around the globe with another platform through which to engage with their favorite shows, plus new audiences will now be able to sample Discovery’s content online.
Jordan Hoffner, director of content partnerships for YouTube, adds that Discovery’s 100-plus networks will benefit from distribution through targeted YouTube Channels since it’s a strategic way to ‘leverage individual brands and drive television viewership.’
In addition, content will be tailored to global YouTube users when Discovery rolls out several targeted international Channels that contain localized and native language content for various regions. October will see the debut of Discovery’s first international YouTube Channel, Ink. Aimed at the hardcore tattoo enthusiast group, it will feature content from the UK, as well as clips from Discovery’s Ink franchise, and videos uploaded by users to show off their own tattoos.
The partnership also includes program promotion initiatives that will drive viewers to Discovery’s networks. The first example of the partnership’s joint programming promotion and development initiatives involves giving MythBusters’ fans the opportunity to contribute to a future episode about viral myths by posting videos of myths they’d like to see dispelled on the new Discovery Channel YouTube Channel.