It was just last fall that YouTube announced its original channels initiative, striking deals with — and reportedly handing out millions to — content creators ranging from Ashton Kutcher to The Wall Street Journal in order to produce high-quality programming for about 100 new channels and in so doing, provide some serious competition for the likes of Hulu and Netflix. While some of the channels, including news destination ReutersTV and entertainment hub Young Hollywood Network (YHN), have already debuted, the bulk will bow over the course of 2012.
YouTube’s diverse lineup taking shape this year ranges from the upcoming health channel Everyday Health TV: Content to Change Your Life to BlackBoxTV, a new channel devoted to horror, thriller and sci-fi programming. But the content creators behind YouTube’s burgeoning digital video platform envision possibilities far beyond merely competing with traditional television programming: “YouTube is at an exciting inflection point in its historic rise,” said Jon Kamen, chairman and CEO of @radical.media.
According to Kamen, by teaming up with YouTube, media production companies like @radical.media, which develops and distributes television, digital, feature films and commercials, are joining a revolution in original programming distribution. To that end, the company is producing its own @RADICAL\TV as part of the original channel initiative.
Launching in July, the channel will provide viewers access to the people, places and ideas that are transforming our world. Given YouTube’s ground-breaking transformation, @RADICAL\TV seems like a perfect fit.
“The opportunity to be involved on the ground floor will give us invaluable experience regarding viewing trends, alternative production models and audience development,” Kamen said. “It’s also incredibly exciting because we will be able to bypass some of the traditional TV rules and focus on other forms of storytelling to engage our audiences.”