YouTube Unveils New Partner Program for Advertisers
YouTube says it wants to help advertisers become content creators. YouTube also wants more of their ad spend. Which is why the video site plans to launch a partner program this fall designed specifically for brands and agencies. Announced at Cannes Lions yesterday, the new ad partner program will be similar to the program that is available to many of YouTube’s top content creators. Specifically: Advertisers will have access to a bunch of tools and resources from YouTube to create custom videos and develop audience-building initiatives. When advertisers join the program, they will get linked up with a content partner manager. This person will provide guidance on things like channel management, content strategy, and audience development.
Break Media Partners With New Regency for Online Film Competition
Break Media, a distributor of male-oriented programming, is partnering with New Regency Productions to launch a new online film program for aspiring filmmakers. Called “Prototype,” the program will give one of eight finalists the chance to win a feature film development deal with New Regency, the studio behind movies like “Fight Club” and “The Internship.”
Content Monster Gary Vaynerchuk Is Launching His Own Talent Agency for Vine Stars
In the future, everyone will receive their six seconds of fame, at least according to VaynerMedia founder Gary Vaynerchuk, who has spared no expense in his insatiable quest for content. When last we checked in with Mr. V, he was having an employee Vine him on the toilet in order to worship at the throne of Content, which he believes is “the cost of entry to relevance in today’s society.”
Machinima is at a Crossroads, and None of Its Options Are Great
Machinima is at a crossroads. Judging by dozens of conversations we’ve had with media executives, founders, investors, and bankers over the last month, the market at large thinks that the company is struggling and is searching for an acquirer. In fact, some people have reported seeing a “book” circulating on the deal, something the several company insiders have vehemently denied, although none were willing to make statements on the record. We’re inclined to believe that an acquisition is not core to the company’s current strategy, but the perception speaks to its challenges.
Opinions & Analysis
Why I Will Never Click on Instagram Video, No Matter How Much You Want Me To
On Thursday, Instagram co-founder Kevin Systrom introduced the Facebook-owned platform’s new video feature with the kind of hushed and reverential tones that are usually reserved for announcements about a new Pope, or a declaration of war. And in a sense it is a declaration of war: a war against Twitter, which wanted Instagram very badly and has its own short video feature known as Vine. But it is a war I refuse to take part in, and I don’t think I’m the only one — and that could reduce the likelihood that Instagram’s offering will ever truly become “the Instagram of video.”
Inside the Mysterious World of Cord Cutters
Cord-cutting may be overstated, but it is real. What’s more worrisome for the pay TV industry are the cord-nevers: Twenty somethings who have never paid for TV subscriptions, because they’ve always been been able to get what they want over the Web. But what are they watching, and how are they getting it on their screens? Bernstein Research is asking a bunch of them, via focus groups.
Deals & Signings
Tumblr and Yahoo! Officially Seal the Deal
A month after Yahoo! announced its plans to purchase blogging platform Tumblr for $1.1 billion, the deal is done.
Fast Company http://bit.ly/124NAZq
Fullscreen to Power ‘America’s Funniest Home Videos’ on YouTube
Fullscreen has inked a deal with FishBowl Worldwide Media to oversee the studio’s YouTube channel for “America’s Funniest Home Videos” (AFV). Under the terms of the deal, the AFV-branded channel will use Fullscreen technology to build an audience on YouTube, with a particular focus on attracting younger viewers. The multi-year deal also covers copyright management for FishBowl and AFV via Fullscreen’s asset management and content ID capabilities.
Streaming Video News
How Yahoo! Can Become the Global Leader in Episodic Video
For non-obvious reasons, I’ve been bullish on Yahoo! for a long time. They’ve always been more experimental in video than most people give them credit for (Bill Maher headlined Yahoo!’s Comedy Channel) — and they’ve proven that they can successfully distribute episodic content far and wide (“Burning Love”). Coupled with one of the best branded sales teams in the business, they have all the ingredients to create something special within a monstrous market (the global TV advertising market is projected to hit $214 billion in 2017). But that’s not what excites me most about Yahoo!’s opportunity in video.
Could Microsoft be Your Next Content Distribution Partner?
When Microsoft unveiled the new Xbox One, the company made it very clear that the device is designed to be more than just a game console. It does play games — and beautifully, with “commercial film–grade” visual fidelity — but Microsoft is also talking up the Xbox One’s robust content creation, personalization, and discovery features. Those features were what Yusuf Mehdi, CMO of Microsoft’s Interactive Entertainment division, focused on during his session at the Cannes Lions International Festival of Creativity this week. And if they get fleshed-out in the way that Microsoft is promising, then content creators planning for a future “beyond YouTube” might have a new distribution platform (and partner) to think about.
Netflix’s ‘Hemlock Grove’ Locks Down Second Season
Only two months after its debut on Netflix, Eli Roth’s gothic thriller “Hemlock Grove” has already been renewed for a second season. Season two, which will consist of 10 episodes, is scheduled to go into production later this year and will premiere in 2014. Charles H. Eglee, a veteran TV producer for shows like “The Walking Dead,” “The Shield,” and “Dexter,” is joining the series as an executive producer. The original cast, which includes Famke Janssen (“X-Men”), Bill Skarsgard (“Simon & The Oaks”), Landon Liboiron (“Terra Nova”), Freya Tingley (“X”), and Dougray Scott (“Mission Impossible II”), will return for the series’ sophomore year.
Pivotshare Juices Up Its Video Content Platform (So Creators Can Actually Make Money)
Lately, there has been a growing anti-YouTube sentiment. It’s been lurking for awhile, but it was recently captured by a Jason Calcanis post titled “I aint’ gonna work on YouTube’s farm no more.” He argues that content owners who invest solely in YouTube are investing in their own demise. He turned down YouTube for the same reasons many professional content creators complain about YouTube. The site charges a 45 percent “tax” on any ad profits, doesn’t offer its channels any marketing support, has no direct sales force, and frankly he doesn’t trust the network.
The Haps With Apps
Facebook Adds 15 Second Videos for Instagram, Brands Sign On
Taking another page from Twitter, Facebook on Thursday unveiled a short-form video service that will compete directly with its rival’s explosively growing Vine app. The new feature, integrated into the social network’s Instagam photo-sharing app for iOS and Android, will allow users to create videos up to 15 seconds long — more than twice as long as Vine’s 6-second limit. Video on Instagram also offers 13 new filters for clips, editing, and image stabilization to smooth out shaky videos.
LA Times http://lat.ms/19lsisp
Fast Company http://bit.ly/12eliqQ
Zeebox Adds Automatic Content Recognition for Live and Recorded TV Shows
UK-based social TV startup Zeebox just rolled out an update that adds automatic content recognition (ACR) to its companion app, making it possible for users to have their mobile device listen in on what’s playing on TV and then let users share their TV viewing or deliver relevant information about the shows they’re watching.
Videos to Watch Now
Cat Celebrity Lil Bub Partners With Revision3, Will Host a New Show
Internet cat celebrity Lil Bub is about to become a feline on the street interviewer in a new show she will host for Revision3, the company will announceon Thursday. The Discovery-owned online video network has partnered with Lil Bub and his owner Mike Bridavsky to make new shows for Bub’s channel and bring it under the Revision3 umbrella.The first new show calls for Bub to go out on the street and interview people at parks, film premieres and via Skype. It will launch in August.
How’s Ricky Gervais doing on YouTube?
A few months ago, Ricky Gervais announced he was bringing back his legendary Office character David Brent for a series of YouTube videos. Learning Guitar with David Brent was to become the centerpiece of Gervais; YouTube’s channel — which itself was at the center of a new round of professional, mostly comic talent coming to the platform following the Hollywood-heavy funded channels effort.