The Jim Henson Company is no stranger to YouTube, but it has decided to enlist some help in growing its audience. The company best known for creating The Muppets has teamed up with brand-focused multi-channel YouTube network Base79.
The Jim Henson Company has appeared across several YouTube channels over the past couple of years. It has teamed with Nerdist on several occasions, with the Neil’s Puppet Dreams web series serving as the best example. Its Muppet creators have their own home at the Disney-run Muppets Studio channel, which has churned out a few fun videos in advance of the release of Muppets Most Wanted this March.
The Base79 deal, however, will zero in on Jim Henson Family TV, the Henson Company’s entry in YouTube’s paid channels experiment. Base79 hopes to develop a larger audience on that channel, which won’t be the easiest task; YouTube’s paid subscription service has generally flopped, as viewers have felt no desire to pay for content on a platform where so much of it is available for free. Channels aimed at children have been the exceptions, and Jim Henson Family TV obviously falls into that category, so the channel has plenty of potential for growth.
“The Jim Henson Company has been a key part of the fabric of family entertainment for over 50 years, helping to define high quality innovative family programming with global appeal,” said Ben Lister, COO of Base79 USA. “We are very excited and honored to be able to help The Jim Henson Company establish their business on YouTube.”