Goodbye, YouTube - Hello Second Life

...from Digital Music News

NBC Embraces YouTube, Strikes Promotional Relationship

NBC Universal has just initiated a promotional relationship with video upstart YouTube, an unexpected move from the media giant. The deal will position a number of NBC program clips on YouTube, including "The Office," "Saturday Night Live," and "The Tonight Show with Jay Leno". The thrust of the pact, at least initially, will be to promote the fall lineup, and share advertising revenues along the way. Earlier, NBC forced the removal of certain programs from YouTube, and the current deal replaces the bootlegs will approved clips and internet exclusives.

The NBC announcement can be viewed as an about-face, though aspects of the deal require YouTube to actively pull unapproved content. That keeps NBC in control of its YouTube content, and focused on promoting its line-up. That structure could also define future deals with record companies. Earlier, EMI Music senior vice president of Digital & Mobile Strategy Thomas Ryan pointed to a YouTube partnership that would remove unapproved content. That would allow the label to selectively promote videos of its choosing, and manage the wilds of the YouTube destination.