Last year YouToo launched a “social TV network” in collaboration with Mark Burnett’s production’s company, VIMBY, which produced content for the new site. Today, Burnett announced that One Three Television, another company of his, has invested in YouToo. “I’m excited to find opportunities to deepen our audiences’ connection with our shows through Youtoo’s amazing technology,” he said.
YouToo allows anyone to upload a video and potentially appear on TV as quickly as minutes later. To date, YouToo says its technology has broadcast over 50,000 people on national TV, and Burnett and Youtoo CEO Chris Wyatt say they plan to introduce the technology to the major TV networks “as a way to deepen audience engagement by building fan loyalty, and attracting new audiences.”
As his recent moves suggest, Burnett (Survivor, The Apprentice, The Voice) is a big-time believer in social TV. Back in December, Burnett announced a deal with ACTV8 to power second-screen apps for his shows. Earlier this month, the first app launched, tied to Celebrity Apprentice.
“It has always been my dream to create a deeper and more engaging relationship with the audiences of our shows,” he said. “Today’s audience brings a whole new set of expectations from the shows they connect to and embrace.” Of all Hollywood producers, Burnett has been the most aggressive beefing up in the social TV space. After all, reality shows tend to perform very well in social TV, from people who want to become part of the show (YouToo) to people who react along with it (ACTV8).