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	<title>paidContent &#187; Brandfront</title>
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	<description>The economics of digital content</description>
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		<title>YouTube: &#8220;We are to cable what cable was to broadcast&#8221;</title>
		<link>http://paidcontent.org/2012/05/03/youtube-we-are-to-cable-what-cable-was-to-broadcast/</link>
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		<pubDate>Thu, 03 May 2012 18:48:10 +0000</pubDate>
		<dc:creator>Daniel Frankel</dc:creator>
				<category><![CDATA[Brandfront]]></category>
		<category><![CDATA[google]]></category>
		<category><![CDATA[youtube]]></category>

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		<description><![CDATA[Closing out the NewFronts alongside A-list talent ranging from Jay-Z to Virginia Madsen Wednesday night, top Google execs including Eric Schmidt and Robert Kyncl showed advertisers yet more premium YouTube channels. They also unveiled an ambitious TV-like promo campaign to let everyone know they're around. <img alt="" border="0" src="http://stats.wordpress.com/b.gif?host=paidcontent.org&#038;blog=33319749&#038;post=207696&#038;subd=gigaompaidcontent&#038;ref=&#038;feed=1" width="1" height="1" />]]></description>
				<content:encoded><![CDATA[<p>We want TV-sized audiences for our original programming, and we&#8217;re prepared to promote big like TV.</p>
<p><a href="http://paidcontent.org/2012/05/03/youtube-we-are-to-cable-what-cable-was-to-broadcast/youtube-2012-upfronts-presentation-2/" rel="attachment wp-att-207706"><img  title="YouTube 2012 Upfronts Presentation" src="http://gigaompaidcontent.files.wordpress.com/2012/05/kyncl-and-company.jpg?w=300&#038;h=199" alt="" width="300" height="199" class="alignleft size-medium wp-image-207706" /></a>That was the essential message from top Google executives at the company&#8217;s star-studded &#8220;<a href="http://www.digitalcontentnewfronts.com/schedule.php">NewFront</a>&#8221; presentation to advertisers at New York&#8217;s Beacon Theatre Wednesday night, as they unveiled yet more <a href="http://paidcontent.org/2012/05/02/demand-and-google-leave-farm-fight-behind-with-premium-youtube-channels/">original programming channels</a> for their YouTube platform, as well as an ambitious $200 million promotional campaign on YouTube and Google&#8217;s Display Network to draw viewers to the shows.</p>
<p>With ad-industry trades including <a href="http://adage.com/article/digital/youtube-commits-200-million-promote-premium-channels/234522/">Ad Age</a> and <a href="http://www.adweek.com/news/technology/youtube-commits-200-million-marketing-support-channels-140007">Adweek</a> on hand to witness musical performances by Jay-Z, Flo Rida, Miri Bin-Ari and Neon Trees, top Google executives, including executive chairman Eric Schmidt and YouTube global content chief Robert Kyncl (<em>seen above flanked by actresses Virginia Madsen and Jennifer Beals</em>) laid out an expensive dog-and-pony show for advertisers that looked a lot like your standard springtime network TV &#8220;upfront&#8221; presentation.</p>
<p>Of course, with Google&#8217;s presentation <a href="http://paidcontent.org/2012/04/19/hulu-kicks-off-upfront-push-for-piece-of-72b-plus-tv-ad-market/">capping off the Digital NewFronts</a> &#8212; a two-week series of reach-outs by digital companies to advertisers and their media agencies intended to bite into television&#8217;s $70 billion share of ad dollars &#8212; that was the plan.</p>
<p>YouTube&#8217;s presentation &#8212; which was easily the splashiest of the two-week digital-video bombardment of Madison Avenue &#8212; also included the unveiling of a cable-TV-like program guide, which is meant to consolidate YouTube&#8217;s nearly 100 premium video channels into an offering that&#8217;s easier to navigate.</p>
<p>&#8220;We learned from TV,&#8221; Kyncl said. &#8220;You can press a button and relax.&#8221;</p>
<p>It was actually Chris Hardwick, who runs YouTube&#8217;s popular <a href="http://www.youtube.com/user/Nerdist">Nerdist</a> channel, who  summed up Google&#8217;s intentions best: &#8221;The web will be to cable TV what cable TV was to broadcast,&#8221; he said.</p>
<p><strong>They&#8217;ve already taken the viewers, now they want the dollars</strong></p>
<p><a href="http://paidcontent.org/2012/05/03/youtube-we-are-to-cable-what-cable-was-to-broadcast/youtube-2012-upfronts-presentation/" rel="attachment wp-att-207705"><img  title="YouTube 2012 Upfronts Presentation" src="http://gigaompaidcontent.files.wordpress.com/2012/05/sarah-jones-at-youtube.jpg?w=232&#038;h=240" alt="" width="232" height="240" class="wp-image-207705 alignright" /></a>By its own count, YouTube is about halfway through the launch of its $100 million plan to launch around 100 &#8220;premium&#8221; video channels. By July, the company said, it hopes to debut at least 25 hours of original programming on these channels each day.</p>
<p>Key to YouTube&#8217;s presentation Wednesday night was data supporting its claim that the Internet&#8217;s leading video destination has already bitten off a huge chunk of traditional TV&#8217;s younger viewership.</p>
<p>As part of a viewership study unveiled Wednesday called &#8220;Generation V,&#8221; the company presented data indicating that men ages 18-34 now spend more time streaming video than watching linear TV. The study also says that 40 percent of women ages 25-49 subscribe to a YouTube channel, and half of those have shared a video from those channels within the last week.</p>
<p><strong>More new channels</strong></p>
<p>Of course, nary a day goes by without YouTube rolling out more channels, and the company used Wednesday&#8217;s event to introduce several more:</p>
<p>&#8211; <a href="youtube.com/wigs">WIGS</a>: Producers Jon Avnet (<em>Black Swan</em>, <em>Risky Business</em>) and Rodgrigo Garcia (<em>Albert Nobbs</em>, <em>In Treatment</em>) have joined forces to create a channel focused on scripted dramatic shows targeted to women. Madsen, Beals and Sarah Jones (<em>pictured above right</em>) are some of the participating onscreen talent who were in attendance Wednesday night. The channel will launch later in May.</p>
<p><strong> &#8212; </strong><a href="youtube.com/teamusa">TeamUSA</a>:<strong> </strong>Produced by the U.S. Olympic Committee and sponsored by AT&amp;T, this channel will include original content featuring 2012 U.S. Olympians, hopefuls and legends from years past, instruction from Olympic sport coaches and historical Olympic Games footage.</p>
<p><strong>&#8211; The Picture Show: </strong>Tribeca Enterprises, the parent company of Tribeca Film Festival and the distribution label Tribeca Film, has teamed up with YouTube partner Maker Studios to create  a new channel that will launch later this year.</p>
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