YouTube And Disney Strike A Deal
November 7, 2011 by UPI - United Press International, Inc.
LOS ANGELES, Nov. 7 (UPI) — U.S. media and entertainment giants YouTube and Walt Disney Co. said they are forming a partnership to share content and advertising revenue.
The core piece of the deal is for Disney Interactive Media, a struggling company Web site, to produce original videos for YouTube, The New York Times reported Monday.
Disney has agreed to invest up to $15 million on film production for the project.
“It’s imperative to go where our audience is,” said James Pitaro, co-president of Disney Interactive.
Pitaro said he would like to “bring Disney’s legacy of storytelling to a new generation of families and Disney enthusiasts on the platforms they prefer.”
ComScore, which tracks online traffic, said Disney.com had 17.9 million unique visits in June, which dropped to 12.7 unique visits by September.
YouTube, in turn, gets a bit of Disney’s legitimacy and its reputation for strict content control, which YouTube lacks.
“It’s an acknowledgment that we want to work with the best brands and, yes, we expect this partnership to attract new advertisers,” said Robert Kyncl, YouTube’s global head for content partnerships.