FremantleMedia and YouTube strengthen ties in content and technology deal

by Dan Leahul, Brand Republic 11-Nov-08, 08:50

LONDON - Production company FremantleMedia has given YouTube a boost by ramping up the amount of online video content it distributes on the site and signing up to use its VideoID technology.

Dedicated YouTube channels will be created to host four new FremantleMedia programmes, including talkbackThames production 'ToyBoize', FMX production 'Project V', comedy puppet show 'JUH-show' and comedy channel 'Atomic Wedgie'.

FremantleMedia has used YouTube to distribute its content in the past, including Australia's 'Hole In The Wall', which supports the current TV series as well as 'The X Factor' in 2007, generating 1.3m views in the UK.

Revenues from advertising sold by YouTube around the content will be shared with Fremantle.

FremantleMedia will also be among the first major media companies to use YouTube's VideoID technology. VideoID allows copyright owners to identify their content and manage how it is made available on YouTube, whether to block, monetise, or track.

Claire Tavernier, senior executive vice president, FMX, FremantleMedia, brokered the deal and said: "The consumer continues to seek out rich and varied online video entertainment driven by the burgeoning growth of new media around the world.

"This agreement between a successful online platform like YouTube and a globally renowned content provider such as FremantleMedia means that there will be more opportunities for global consumers to benefit from strong programming delivered over the Internet."

This week, YouTube announced a partnership with Metro-Goldwyn-Mayer's studios to distribute full-length feature films on its website.