YouTube has been on a crusade to bring original, branded content to their website. They have been tapping media giants such as Disney for exclusive content deals, despite the rumbling from content providers who owe their career to YouTube and helped build the site into what it is today.
Disney’s channel on the site will be a joint-venture that can also be viewed on Disney’s official website, reports New York Times. The channel will offer original content, more than likely short clips and movies as well as tapping into amateur animators and film buffs to help populate the channel. Disney hopes this venture can net better money, as their four previous quarterly reports have seen a net loss of $300 million.
James A. Pitaro, co-president of Disney Interactive, was cited as saying: “It’s imperative to go where our audience is,” which is now on YouTube. Pitaro is feeling the pressure from the company because of continuous losses.
YouTube wishes to stay a neutral party in these contracts, which have included “premium content” from Madonna, spoof news site The Onion, and online content provider Demand Media, reports Mashable. The video content site has been cited as saying they have no interest going into the production industry, but would like to stay a platform for major brands and normal users alike.
However, it’s still up in the air if this switch from the main Disney website to the YouTube channel will help the iconic company.