MIPCOM 2012 – Cannes. Endemol is bringing a line-up of channels to YouTube as part of the Google owned platform’s new original channels initiative announced this week.
In Germany, Endemol will be launching a range of new themed channels. Among these are Short Cuts: The Short Movie Channel, which will feature the best of short film with editorial input from Endemol Germany’s scripted joint venture Wiedemann & Berg Television; and Survival Guide for Parents, which will provide a humorous and entertaining guide to parenting. The ventures are being headed up by Dr. Georg Ramme, managing director of Endemol Germany’s new digital operation ‘Endemol beyond’.
In France, Endemol will be producing a new interactive celebrity channel, IT’S BIG. Endemol France’s digital and diversification director Justine Ryst is spearheading the new venture, which will deliver intimate insights into the world of celebrity including revealing talk shows; access to VIP parties; analysis of tweets and posts; and the latest breaking news and gossip. The channel will feature a broad variety of talent and incorporate a range of interactive and short viral formats.
In each territory Endemol will produce, manage, market and promote the new channels with a view to building strong and loyal fan bases.
These new partnerships with YouTube follow Endemol’s success in Italy with local operation YAM112003 led by CEO Laura Corbetta, which already runs over 30 YouTube channels and continues to launch more on a regular basis. These include a mix of original digital content such as Bonsai TV; television series such as the local version of comedy drama Patito Feo, thriller Dead Set and comedy format People’s Book of Records; and content from third parties such as Switchover Media kids’ channels and Lei TV.
Tim Hincks, president of Endemol Group, said in a statement: “YouTube is set to play a game changing role in the future of broadcasting and we are extremely excited to be partnering with them on this diverse line up of themed channels. We have had significant success with YouTube in Italy and we plan to draw on our experience there to build these new ventures into viewer destinations with great content.”
Virginie Calmels, COO of Endemol Group added: “We’re proud to be producing these channels for YouTube in three of our key European territories and look forward to launching further similar ventures in due course.”
Endemol is due to launch the new channels on YouTube in the coming months.
(Picture of screenshot from Endemol logo courtesy of nrc.nl)