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In its ongoing quest to monetize its massive audience, YouTube (s GOOG) announced this morning that it is getting clips from Time Warner (s TWX) properties. Though once again, it looks like YouTube won’t be getting long-form content from a major media player.
From a YouTube blog post announcing the news:
[P]eople in the United States will be able to watch a wide selection of clips from CNN, Turner, The Cartoon Network and Adult Swim, as well as Warner Brothers movies and hit TV shows like Gossip Girl and the Ellen DeGeneres show [sic.]. The content will join other Time Warner properties already on the site, such as CNN International (country-restricted) and HBO, whose channel features videos from True Blood, Hung and Entourage.
On the plus side, YouTube can say that it has premium content that is not available on Hulu. (Searches for Robot Chicken and Ellen DeGeneres on Hulu point you to other sites.) However, this deal echoes the one YouTube did with Disney (s DIS) a few months back, where the video-sharing giant only got clips from the mouse house and not full-length programming.
Time Warner is a huge proponent of TV Everywhere, the authentication plan that locks up content behind a subscription wall, and has already said TBS and TNT shows will be a part of Comcast’s OnDemand Online trial.
Unfortunately for YouTube, full-length programming is growing more popular with online audiences. Recent data from Ipsos MediaCT, Forrester and Pew all show an increase in the number of consumers who are streaming full-length TV shows and movies online.
But in this particular instance, full-length episodes might not be as important. Shows like Robot Chicken are built around clips, and news programming from CNN is a collection of segments that could easily be repackaged as clips.