Seven West Media has signed a multi-year deal with Google, which will see its exclusive TV show snippets shown on YouTube.
This new agreement will allow Seven and Yahoo7 to reach YouTube's mobile-first audience via distribution of shows, such as My Kitchen Rules, as well as the creation of branded channels.
Google Australia's outgoing managing director Maile Carnegie says: “We’re thrilled that fans of Seven West Media’s great programming around the globe - from Home and Away followers in Ireland to My Kitchen Rules fans in Estonia - will now be able to keep up to date with their favourite characters on YouTube.”
“There’s such a big opportunity for Australian producers to engage their viewers online and on mobile, bring in new global audiences, and experiment with new formats, and it’s great to see Seven West Media leading the way on this locally.”
The new agreement also encompasses Yahoo7's short-form ad-funded streaming (AVOD) Australian content, Seven’s premium sports portfolio, including 7tennis and 7 Olympic Games multi-platform coverage, and short-form video content from Seven West Media’s market-leading publishing businesses, including The West Australian and key brands in Pacific Magazines’ portfolio.
It is understood that at the moment content pushed through YouTube will just be short-form clips, with full episodes still streamed on Seven's catch-up service Plus7. With the Australian Financial Review reporting that advertising will be sold by Yahoo7 in Australia, while Seven West Media will do the advertising sales for the rest of the world.
Seven's director of content, distribution and rights, Therese Hegarty, says: “This is an exciting step in Seven’s delivery of owned content anywhere, anytime to global audiences and our partnership with YouTube supports our growing investments in content creation.”
With Seven’s chief revenue officer, Kurt Burnette, explaining the deal is driven by ensuring Seven continues to secure the audiences advertisers are seeking, no matter how or where audiences engage with our content.
“Our new agreement with YouTube provides an extraordinary opportunity for us to combine the power of broadcast TV with the dynamics of digital to create and deliver significant marketing partnerships with advertisers seeking to engage with our audiences across any device at any time.”
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