Discovery Communications and YouTube announced the debut of nine YouTube Channels, featuring a collection of clips from Discovery’s family of network brands. Tailoring content to the global YouTube community, Discovery will also roll out a series of targeted international Channels showcasing localized and native language content for specific regions around the world. The partnership also includes a number of program promotion initiatives designed to tap into YouTube’s engaged community and drive viewers to Discovery’s networks.
"With YouTube’s unmatched reach, Discovery fans from around the world now have another platform to engage with their favorite shows, and new audiences can sample our compelling nonfiction content like never before online," said Josh Freeman, EVP/digital media, Discovery Communications. "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."
As part of the companies’ new partnership, Discovery and YouTube will collaborate on a number of programming promotion and development initiatives that will engage YouTube’s interactive community. The first of these initiatives will provide Discovery Channel fans and YouTube users the opportunity to contribute to a special MYTHBUSTERS "Viral Myths" episode.
Discovery Channel will run a series of on-air spots featuring MYTHBUSTERS’ Jamie and Adam calling on viewers to help them find new myths to bust. Fans can post videos of myths they would like to see busted to the new Discovery Channel YouTube Channel at www.youtube.com/discoverychannel. YouTube users can also create and post their own videos. A selection of the submitted myths will be busted on a special "Viral Myths" episode of MYTHBUSTERS.
Localized International Channels
Discovery reaches over 170 countries and the majority of YouTube’s community comes from outside the United States. Programming to such substantial global audiences, Discovery will also launch localized YouTube Channels featuring content from Discovery’s international brands and programming from several regions including the UK, Europe, Latin America, Asia and everywhere in between.
In October, Discovery will debut its first international YouTube Channel — "Ink" — for the passionate tattoo enthusiast community, featuring content from the UK. The Channel will highlight video clips from Discovery’s "Ink" programming franchise, including MIAMI INK, LA INK, and LONDON INK, and will encourage users to upload videos of their own tattoos and the stories behind them. Also launching in fourth quarter will be a German-language YouTube Channel for DMAX, a leading free-to-air channel among men in Germany, as well as Discovery Channel and Discovery Kids Spanish-language channels with localized content from Latin America.
Discovery’s nine branded YouTube destinations include Discovery Channel (youtube.com/discoverychannel); TLC (youtube.com/tlc); Animal Planet (youtube.com/animalplanet); Planet Green (youtube.com/planetgreen); Discovery Health (youtube.com/discoveryhealth); Science Channel (youtube.com/sciencechannel); Military Channel (youtube.com/militarychannel); Investigation Discovery (youtube.com/discoveryid); and TURBO (youtube.com/turbochannel). These Channels offer a comprehensive selection of short-form content, including program segments, outtakes, and behind-the- scenes clips, as well as original short-form content produced expressly for digital properties.