Discovery Communications made a deal with YouTube that creates nine new channels on the Web video giant's site featuring clips of programming from Discovery’s global collection of cable networks.
The agreement also calls for a number of promotion and content development efforts.
During Wednesday night’s episode of “Mythbusters” on Discovery Channel in the U.S., viewers will be asked to send in videos of myths they’d like to see debunked to youtube.com/discoverychannel. A special “Viral Myths” episode of the series is expected to be built around the online contributions from YouTube users.
The nine channels launching immediately correspond to Discovery’s U.S. channels, including Discovery, TLC, Animal Planet, Planet Green, Discovery Health, Science Channel, Investigation Discovery, Military Channel and Turbo.
Discovery’s first international YouTube channel will be called Ink and feature content from the U.K. when it launches next month. The channel will highlight clips from “Miami Ink,” “LA Ink” and “London Ink,” and will encourage users to send in video of their own tattoos.
German- and Spanish-language channels are also in the works.
“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, executive VP for digital media for 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.”
“Our partnership with Discovery exemplifies how the YouTube platform can drive deeper engagement with U.S. viewers and help programs find new fans around the world,” said Jordan Hoffner, director of content partnerships for YouTube. “For a media company like Discovery Communications, with its 100-plus networks, distributing content through targeted YouTube Channels is a strategic way to leverage individual brands and drive television viewership.”