YouTube, Google's video site, is launching its first tranche of original content channels in the UK, with Jamie Oliver Food Channel, Mixmag and Netmums among the first 21 set to go live from today.
Mixmag TV: one of the new YouTube TV channels
The rollout is part of YouTube’s original content partnership scheme. YouTube will advance the marketing costs of the channels and partners will take a revenue share when the channel starts to make money.
The scheme kicked off in the US last year and today 60 channels have been announced in the UK, France, Germany and US.
An example of one of the channels is FASH#TAG, launched by Gravity Road in partnership with Bauer Media’s Grazia magazine, where users can visit a physical location in Carnaby Street to appear on the channel, along with contributions from fashion video bloggers.
Others include ‘Truthloader’ from ITN Productions, which explores citizen journalism, On Earth from BBC Worldwide, which is a nature channel, The Royals, from Diagonal View/Liberty Bell, with facts and information on the Royal Family. The full list can be seen below.
In a recent Marketing interview, Anna Bateson, marketing director for YouTube EMEA, said the vision for the scheme is to offer "a genuine alternative so content-producers don't have to go to a broadcaster or a movie studio. The reality is that there isn't enough money in the system to build sustainable businesses for content creators".
Although YouTube has no editorial control over the over the channels, Bateson said the scheme enables the site to "unlock bigger advertising budgets and bring more money onto the platform".
The new channels available on YouTube from today or over the coming months are:
Bad Teeth, by Base79 & Hat Trick Productions: Sketches, animations and celebrity guest-hosted pranks.
The Best Of, by Diagonal View: Classic music on YouTube, with the best of 50s, 60s, 70s and 80s music curated by music celebrities.
Body Talk Daily, by All3Media: Promoting health and wellness for body, mind and soul.