Yesterday we talked about Vine Star Dapper Laughs making the big jump to television with his new show “On The Pull” on Britain’s ITV2 network. However it looks like ITV would like to make that transition a two way street. The network isn’t just plucking talent off the internet and bringing them to television, it’s setting up its own multi-channel network on YouTube.
It’s a smart move for ITV which wants to develop a younger audience for its television programming and expand its reach onto the internet. The network has been suffering from declining viewership and hopes to meet young viewers where they live, on the web. The initial plan involves the creation 18 new channels each grouped around a particular topic or show. Currently ITV hosts all of its YouTube content on a single channel devoted to all the network’s various offerings. Part of the plan will involve breaking that content down into more focused channels and developing new ones.
One of the most prominent examples are a channel that will feature content from ITVs successful reality franchise “I’m a Celebrity Get Me Out of Here.” The network also has an impressive roster of soap operas including trans-atlantic hit Downton Abbey and the long running “Coronation Street” which already has its share of fans online based on the number of fan videos available on YouTube.
ITV hopes that by bringing some of its programming staples to YouTube it will be able to catch the eye of a younger audience. While most of the new channels will feature content from existing shows, or bonus features related to programs airing on ITV it is also possible that some of the channels may act as incubators for new talent or ideas. The potential success of “On The Pull” may also pave the way for more stars to crossover from the world of YouTube and social media to television.
Share this news because ITV could be the first of many networks to get serious on YouTube!