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.
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