TVO plugs into YouTube

New content distribution partnership bows channel hub dedicated to TVO programming - and new ad revenue streams.

The leading online video community and Canada’s largest public educational media org are teaming up in a new premium content partnership. The deal will have a number of TVO-produced programs, including the interactive parents-and-education-themed Your Voice and TVO’s flagship current affairs program The Agenda with Steve Paikin featured on a new dedicated YouTube channel hub, scheduled to launch in early 2009.

Ad revenues from the channel hub will be shared with TVO in a business model that has Google selling advertising against the content via Google AdSense. The incremental revenue stream is part of TVO’s new strategy to build a sustainable financial growth model.

TVO’s presence on YouTube will enable users to access different content streams from TVO-programmed brand pages, subscribe to their favourite TVO-produced programs and share content from selected playlists.

The move is the latest in a series of major steps TVO is undertaking to transform itself from a traditional broadcaster to a fully digital, multi-platform educational media org. TVO is currently planning distribution arrangements with other online content providers, including Yahoo! Canada and Joost.