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Warner Bros. and Turner Broadcasting inked a joint deal with YouTube to put movie and TV clips on the world's most-trafficked video site.


The deal, done through the home entertainment and television divisions, is aimed at driving digital sales of Warner movies and TV shows online, the company said. Links on some WB shows already on YouTube point users directly to the WBShop.com to buy DVDs of the shows they're watching.


Warner said it will offer clips of everything from CNN news programs to Cartoon Network shows to WB TV hit Gossip Girl on a number of different Warner-branded channels on YouTube.


Warner is the latest studio to partner with YouTube. ABC signed a similar deal in March to stream clips, and CBS, Sony Pictures and Starz stream full-length ad-supported TV episodes and movies on the site. Warner's HBO has been offering clips from its lineup on YouTube through its own channel since last year.


Warner and Turner Broadcasting clips will be playable on YouTube through a Time Warner embeddable player.


Warner said the deal will allow the studio to create separate channels to control and sell ad time on YouTube. Warner will share ad revenue with YouTube. Warner said YouTube's flexibility in ad models was one of the reasons it signed the deal with the company.


YouTube also will feature Warner TV and movies in ads and promotions.


In a statement, Time Warner chair and CEO Jeff Bewkes said the deal would allow the company to offer more promotional content, animation and news online.


Working with YouTube, we expect to improve our ability to monetize this short-form content through new and creative advertising initiatives, Bewkes said.
http://www.videobusiness.com/article/CA6678726.html
 
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