NBC Makes Nice with YouTube

  |  June 27, 2006   |  Comments

Video sharing site will host promos from "SNL," "The Office," and other network shows. A CGM contest ensues.

They say you hurt the ones you love, but can you also learn to love the ones you hurt?

YouTube and NBC may provide an answer to that question as the two companies enter a promotional tie-up a few short months after NBC served the video site with takedown orders over its now-infamous "Saturday Night Live" sketch, "Lazy Sunday" (aka "Chronic -- what? -- cles of Narnia!)."

Under terms of the new agreement, YouTube will promote NBC's Fall programs and other shows for one year. The video aggregator will host an official NBC Channel with exclusive clips and long-form promos for "The Office," SNL and "The Tonight Show with Jay Leno," among others. And an NBC-run contest on YouTube will let users submit their own 20-second promo videos for "The Office." NBC will promote the effort on-air, and winners' videos will appear on NBC and on the show's official Web site. The contest runs through July 21.

Many in the blogosphere ridiculed NBC for its nastygram to YouTube over "Lazy Sunday" and another SNL video, accusing the network of lashing out at a Web site that had done it a huge favor by providing SNL sudden visibility among the coveted demographic of younger viewers.

It would appear NBC's copyright concerns haven't abated. Clear creative control of the videos is baked in to the deal. In a statement, NBC "applauded" YouTube for its "continued willingness to work with us to remove any unauthorized NBC content and protect our copyrighted material."

"The YouTube and NBC partnership symbolizes what can happen when traditional media companies and new media companies find common ground," said John Miller, CMO for 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."

The agreement is consistent with YouTube's strategy of partnering with content owners who want to promote their shows, movies and other video material. Earlier this year, the company struck a deal with Deep Focus to promote movie trailers and other promos in its "Featured" videos section.

"We are delighted to work with NBC on an official basis," said Chad Hurley, YouTube co-founder and CEO, also in a statement. "Bringing more entertaining and exclusive content to YouTube helps further our goal of providing the best video entertainment experience on the Internet."

YouTube visitors view nearly 70 million videos a day, according to the company.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Writer
      Web Writer (Money Map Press) - BaltimoreDo you have a passion for the markets and investing, and writing? Do you want to spend your days providing...
    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...