ITV is one of Britain’s biggest TV networks, and it’s looking to extend its influence to YouTube. It has launched a multi-channel network that will appeal to the young audience that consumes content online.
The MCN is launched in partnership with YouTube thanks to a deal that was struck back in April. Channels included within ITV’s online network will provide web companions for TV shows like I’m A Celebrity Get Me Out Of Here and This Morning.
Several other major European broadcasters have already launched their own MCNs, but one thing that makes ITV’s online video strategy distinct is the presence of online video creators moving in the opposite direction. For instance, a new project will bring Daniel O’Reilly (who has more than 500,000 followers on his Vine channel, Dapper Laughs) to ITV2 for a dating show called On The Pull.
In total, ITV’s MCN will include 18 distinct channels at launch. Right now, the network’s content is available on its existing YouTube hub.