From Must See PC to Must See TV

Viral video goes mainstream with the
Unlikely marriage of YouTube & network TV

Yep, I know this is Blogbuster Audio. But as the marketing world rushes to embrace Flash animation and online Video, its my charge to keep you current on what’s breaking in these important areas as well.

So . . . I’ve noticed while networks want to protect their intellectual property, they have to be foaming at the mouth about the amazing numbers some of their clips are getting on viral video sites like YouTube.

Well, if anyone had doubts that viral / guerilla video is about to go big time . . . those doubts were obliterated a month ago.

Can’t live with ‘em -- Can’t live without ‘em

In late June, viral video site YouTube inked a deal with NBC that created a YouTube channel featuring previews of NBC’s fall line-up, and material from its shows including The Office, Saturday Night Live, and The Tonight Show with Jay Leno. It reportedly also includes extensive on air promotion of the site on NBC.

It’s the first deal between a viral video site and a major television network.

This recent “making nice” reverses an earlier icy relationship, when NBC lawyers demanded YouTube remove an unauthorized clip from Saturday Night Live that had been showing on the site.

However, the suits at NBC – at that time the 4th place network (ouch!) couldn’t help but notice the amazing viewing numbers racked up by the SNL video.

It also had to make an impression when a pilot produced and developed by NBC for the WB network titled “Nobody’s Watching” racked up over 100,000 views on YouTube after it was not picked up by the WB. The response was so amazing that the show now has a place on NBC’s schedule.

The obvious brick to the forehead came as NBC mulled the possibility that what they initially viewed as a threat might become an opportunity. Could there be a way to control the flow of NBC material to YouTube, without compromising the edgy, guerilla vibe that pervades the site? Would it be possible to use YouTube to prospect for fresh talent, ideas, and as an alternate channel for properties that did not make it through traditional channels?

This agreement takes the initial steps on the road to answering those questions. And as the 4th place network, NBC appears to have much less to lose in experimenting to find out.

Ladies (and Gentlemen) Start Your Cameras!

In their first official venture, NBC launched a contest for users to submit 20-second homemade promotional clips for their hit, Emmy-award nominated show, The Office. While the submission period is over, there is a special section on the YouTube site to view the submissions. The winning entry is scheduled to air during an episode in August.

More such promotions are sure to follow, so keep those camcorders at the ready.