If there’s one major takeaway that resonates from YouTube’s 100 Channels Initiative, it’s the cold hard reality that the sales and programming departments weren’t synced enough to drive meaningful media buys. Secondly, the renewals process was murky, moved at snail pace and didn’t necessarily include those who actually did capture audience.
All this packaged together is what makes today’s news about Blip’s strategic co-production with Freemantle Media extremely interesting. Announced today at Blip’s upfront, the two companies have partnered to co-produce The Pet Collective, which was part of the Original Channels funding in 2012.
According to Channel Head Tom Maynard, the terms of this deal will closely replicate the original programming deal with YouTube as far as volume of content created, distribution strategy and budgets.
The major difference: The Pet Collective will also be distributed on Blip in addition to YouTube with a long term vision of creating “the Animal Planet for the Internet” including a fresh destination site, more live streaming, and a regular rollout of ancillary content across roughly 30 series for the year.
This is a big step for Freemantle Media — the international television production powerhouse — as the business continues to expand its digital capabilities.
“This creates a relatively seismic shift in the way content is distributed by Freemantle,” said famed Hollywood producer Thom Beers during the presentation.
And while the content revolves strictly around animals, the team assures us this “isn’t another cats on skateboards” play.
We’ll hold our breath right meow to see how the partnership unfolds and will be interested to see if Blip scoops up other YouTube renewal rejects in the coming months.