Entertainment company Endemol is planning to increase its footprint on YouTube with a new channel featuring its popular reality game show, Fear Factor. The Fear Factor YouTube channel will launch in the U.S. first, followed by the European version of the channel. The channel, which is by no means Endemol’s first, is part of a marketing strategy that seeks to leverage YouTube’s popularity by building a social community around shows cross-promoting on YouTube’s menu.
Fear Factor is a stunt-based reality television show in which competitors pit themselves against challenges, trying to win a grand prize. The Fear Factor YouTube channel will feature a mix of archived content from the show and clips contributed by members doing their own stunts. Endemol already has a large lineup of channels on YouTube — nearly 100, to be exact — which include Big Brother and Mr. Bean, to name a few, and was one of the early participants in Google’s move to bring original productions to YouTube last year.
“You create almost like a hub that people come to, and then Mr. Bean can market Fear Factor,” said Endemol’s Group president, Tim Hincks, in an announcement he made in a keynote speech at the MipTV conference in Cannes, “You can start to talk to each other, and it starts to create critical mass.”
More pointedly, he stressed the need to fuse creativity and marketing in the rapidly evolving digital space. But what do you think as a viewer? Do you catch original programs like these on YouTube?
Source: The Guardian