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Disney is finalizing talks to put clips from its properties like ESPN and ABC on YouTube, according to paidContent. But if that wasn’t enough to stir the online video pot, Disney is evidently also in discussions to put full episodes of its content on YouTube in […]

Disney is finalizing talks to put clips from its properties like ESPN and ABC on YouTube, according to paidContent. But if that wasn’t enough to stir the online video pot, Disney is evidently also in discussions to put full episodes of its content on YouTube in an arrangement that would preclude a similar deal between Disney and Hulu.

The Disney/YouTube clip deal would have content embedded on YouTube’s site using ESPN and Disney video players — not YouTube’s player (similar to what CBS is doing with March Madness). Disney would control the ad inventory, but YouTube woud get some of that to sell on its own. The Disney/YouTube full-episode arrangement would be a pay-for-play deal that would give Disney an immediate payment for having its content run on the site.

Speaking of which, paidContent also picked up a few more nuggets on the Disney/Hulu deal. Disney would be an equal partner with News Corp. and NBC, with each having a 30 percent stake in the company, and Disney would commit to marketing the service.

For its part, YouTube is reportedly prepping a new redesign to welcome Disney and other big name content partners. The next iteration of the video site would separate out the premium content wheat from the UGC chaff, something the site needs to do if it wants to create an advertiser-friendly environment.

Though YouTube is the 800 lb. gorilla in the online video world, Hulu is able to monetize more of its content and is growing quickly. This swift kick in the pants is putting the heat on YouTube, which has struggled to effectively earn revenue off its massive audience. Last week Google announced that it was streamlining its Google TV Ads and YouTube ad sales efforts in an attempt to lure in bigger advertisers. Creating a premium content channel would be a step in the right direction to allay advertiser fears of having their brands associated with some of the less desirable content that can be found on YouTube.

And it looks like Disney isn’t the only big name YouTube is in talks with for this premium content channel. The New York Times reported yesterday that Time Warner has approached YouTube about distributing episodes from the likes of TBS and TNT. YouTube already carries content from CBS, Lionsgate and MGM.

  1. Will Premium Content Kill the “You” in YouTube? Monday, March 30, 2009

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    [...] content to massive video site YouTube. The deal is similar to what paidContent reported yesterday (our coverage), with one big distinction: it only applies to short-form — not full-episode — [...]

  3. ABC and ESPN Coming to YouTube… But Short-Form Only « shankarsoma; Change the View Tuesday, March 31, 2009

    [...] content to massive video site YouTube. The deal is similar to what paidContent reported yesterday (our coverage), with one big distinction: it only applies to short-form — not full-episode — [...]

  4. Video Marketing » Small Is The New Big – Smart Games Marketing In Troubled Times – Gamasutra Tuesday, March 31, 2009

    [...] Report: Disney Plays the Field, Talking with YouTube – Newteevee.comDisney is finalizing talks to put clips from its properties like ESPN and ABC on YouTube, according to paidContent . But if that wasn’t enough to stir the online video pot, Disney is evidently also in discussions to put full episodes of its content [...]

  5. Christina Viering Wednesday, April 1, 2009

    Disney always keeps up with the trends.

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    [...] inventory inside YouTube on a revenue-split basis. Since I last wrote about this, partners ranging Disney to Machinima have been invited into that particular bring-your-own-advertising [...]

  8. Trade Jim News » Blog Archive » YouTube Quietly Rolls Out AdSense For Video To Claimed Copyrighted Content Wednesday, April 8, 2009

    [...] inventory inside YouTube on a revenue-split basis. Since I last wrote about this, partners ranging Disney to Machinima have been invited into that particular bring-your-own-advertising [...]

  9. Technic News » YouTube Quietly Rolls Out AdSense For Video To Claimed Copyrighted Content Wednesday, April 8, 2009

    [...] inventory inside YouTube on a revenue-split basis. Since I last wrote about this, partners ranging Disney to Machinima have been invited into that particular bring-your-own-advertising [...]

  10. The Far Edge » Blog Archive » YouTube Quietly Rolls Out AdSense For Video To Claimed Copyrighted Content Wednesday, April 8, 2009

    [...] inventory inside YouTube on a revenue-split basis. Since I last wrote about this, partners ranging Disney to Machinima have been invited into that particular bring-your-own-advertising [...]

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