Post submitted by Chelsea Taylor, expanded with post by Monica Newman -
Walt Disney Co. is finding several ways to branch out and reach its audience by forming several separate deals with companies this past week.
Disney and YouTube have announced collaboration designed to target the millions of preteen – young adult viewers who prefer to watch their video content online. Disney will be joining several other companies in launching its own channel on YouTube in 2012. This channel will have some old content and some new for YouTube series. Disney Interactive Media and YouTube indicate they will spend upwards of $15 million to produce the short video content to be featured on the web.
Disney hopes YouTube will boost its own website, drawing those younger viewers who identify more with the YouTube brand. On the other side, YouTube stands to gain stature and content for its recently announced move to launch 100 linear online channels. The company is effectually going head-to-head with pay-TV providers for ad dollars, and the deal with Disney will help YouTube create a reputation as a legitimate video destination. This deal comes on the wake of Disney-ABC extending ts license agreement with Netflix. They also began a deal with Amazon Prime online streaming service. Users of this service will be able to access ABC, ABC Family, and Disney Chanel content.
Sources- Disney to Produce Original YouTube Content, NPR.org
Disney Sells to Amazon, Renews with Netflix, LA Times
Disney, YouTube Team Up, Wall Street Journal
Edited to insert additional information provided by Newman (11/23/11)