Following a landmark deal with Channel 4, the popular video sharing web site YouTube has made available around 4,000 popular TV programmes through a service which goes live today.
Through a dedicated new 'shows' section within YouTube, users will be able to watch popular TV programmes such as The Inbetweeners, Peep Show and Hollyoaks.
Channel 4's full catch up service will go live on YouTube at the beginning of 2010 as a branded area of the site. This will be the first time any broadcaster in the world had made its full catch-up schedule available on YouTube. As with the main Channel 4 website, content will be available for 30 days after broadcast.
If YouTube meets its ambitious plans for content on demand, this will be the first of a series of deals. They are currently in negotiation with ITV and BBC Worldwide, as well as the major production companies, to expand the choice of content on demand material.
The agreement looks like a good deal for both parties. YouTube are anxious to increase advertising revenue (from what has been a loss making site up to now) through quality content; Channel 4 have a medium through which they significantly increase viewer numbers and will also generate advertising revenue themselves through material they display on YouTube.
Following the competition commission's decision to block project Kangaroo, which was designed as a one stop shop for all broadcasters wishing to take advantage of VOD (video on demand) the likes of the BBC, ITV and Channel 4 have been anxious to forge these sort of agreements.
Industry observers will be watching developments resulting from the tie up closely. It is not an exaggeration to say that the deal could prove to be a defining moment in British broadcasting; if Channel 4 significantly increase viewing figures and revenue without cheapening their image.
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