Discovery Communications cut a deal with YouTube to produce nine channels and show-specific promotions in the hopes that Web viewers will get interested enough to watch the full programs on TV.
The YouTube channels will feature clips from Discovery's network brands, including targeted international channels showcasing local and native-language content for specific regions such as the U.K., Europe, Latin America and Asia.
The partnership also includes a number of program promotion initiatives designed to drive viewers to the programmer’s cable networks, according to Discovery executive vice president of digital media Josh Freeman.
“Our partnership with YouTube is a significant step in the company’s strategy to expand the global reach of our content on the Web and draw new viewers to our networks," Freeman said, in announcing the deal.
The first promotion will be geared around Discovery Channel’s Mythbusters, asking viewers to post videos of myths they would like to see busted on YouTube at youtube.com/discoverychannel.
In October, Discovery plans to debut its first international YouTube channel in the U.K., called Ink, for “the passionate tattoo enthusiast community.” The channel will highlight video clips from Discovery's "Ink" programming franchise, including Miami Ink, L.A. Ink and London Ink and will encourage users to upload videos of their own tattoos and the stories behind them.
In the fourth quarter the programmer expects to launch a German-language YouTube channel for DMAX, as well as Discovery Channel and Discovery Kids Spanish-language channels with localized content from Latin America.