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Beyond Cat Videos

Is YouTube on the brink of becoming a programming star?

Photo: Chris Gaede

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Robert Kyncl and Tom Pickett are not your traditional media moguls. Neither acts like a conventional Old Hollywood power player—the fist-pounding Ari Emanuel, the super-tanned Robert Evans. But if the highest aspirations of their employers at Google are borne out, these YouTube leaders are poised to become two of the most important entertainment executives in the U.S.

Together, they’re overseeing the implementation of a new vision for YouTube. If successful, it would give the company an unprecedented degree of power in the still-nascent online video industry, putting it at the center of every step in the process, from production to distribution, and, ultimately, monetization.

“I can’t think of anyone more important right now in the entire industry . . . they’re up there with the biggest of the bigs,” says R.J. Williams, who runs an entertainment industry-focused channel on YouTube called Young Hollywood. “It’s not even that [Kyncl and Pickett] are programming heads or that they run a network—it’s that they’re the heads of Comcast.”

Actually, if all goes according to plan, the two might have more control, and on a broader scale, than someone like Comcast CEO Brian Roberts does. YouTube would be everything Comcast is—cable operator and network—and more. Comcast doesn’t get to sell ads against most of the programming on its cable system (with the exceptions, of course, of those channels it owns, as well as the minimal minutes alloted it by each channel). No network would dream of giving cable operators that kind of power. But that’s exactly the position YouTube finds itself in under the new arrangement. And YouTube already has many more eyeballs than even the biggest cable operators in the U.S. Comcast, for example, has 22.4 million subscribers. YouTube has 800 million unique users worldwide each month.

But the strategy doesn’t come without potential pitfalls. YouTube, like Google, began as a content-agnostic platform. And though the two like to believe—or pretend—that they don’t perform an editorial role, that they merely reflect the tastes and needs of the masses, this new strategy could force YouTube to publicly redefine its mission—or at least rethink its decision to have two different visions co-exist.

In the seven years since its founding, YouTube has become one of the most successful sites in the history of the Internet. The user-generated videos that made YouTube famous helped it accumulate the largest video audience in the world—leaving competitors like Hulu in its dust—and making it the second-most visited website behind Facebook. But videos of cats playing the piano aren’t, as it turns out, great sources of revenue.

“You can’t just advertise against whatever anybody decides to throw online,” says Marc Debevoise, senior vice president of interactive entertainment at CBS. “You have to have something you can actually package and sell to an advertiser, versus the random uploaded video that you and I did over our fishing weekend.”

And so, over the last eight months, Kyncl and Pickett have been overseeing YouTube’s Great Curation—a dramatic shift in the company’s vision aimed at transforming the platform from an aggregator of cat videos into a generator and seller of quality content.

Last month, YouTube unveiled one of the most important prongs in that plan, its new channel strategy. It’s designed to vastly expand the site’s stockpile of content through partnerships with promising young talent, and established brands from a variety of categories—sports, food, film, music, magazines—that will operate channels and produce content on the site like networks on a cable system. Many of the channels will serve interests that might be too niche for a regular cable operator, but for which, YouTube hopes, there is still an audience. The Wall Street Journal, WWE wrestling, Hearst Magazines, The Onion, Slate and Ben Silverman’s Electus studio are among the companies that have signed on to program channels. The latest, in a deal made last week: Disney.

Under the terms of the arrangement, each content producer that agrees to operate a channel receives a grant from YouTube. In exchange, they sign away the exclusive rights to the video content on their channel for an extended period, in some instances as long as 18 months, according to sources familiar with the arrangements. YouTube also reserves the right to sell ads against those videos. Revenue splits are negotiated, with the majority going to the content partners.

Another part of the strategy to aid the development of original content was launched this past spring, when Google purchased Next New Networks, an online video production studio, and then launched Next Lab out of the facility. YouTube then announced the Creators Institute, a full-fledged investment and training apparatus for promising video producers, and  YouTube NextUp, an endowed grant program that allows filmmakers to compete for $35,000 in seed money.

The final major peg, though in a different vein, is the cache of 3,000 streaming major studio movies that YouTube made available for rental through its site in May. That isn’t about selling ads, but about competing with companies like iTunes and Amazon. It also has the added benefit of further diversifying YouTube’s offerings. 

The total price tag of the revamp has been reported at around $100 million—not much, by cable industry standards, but a start. And with a parent company like Google, there’s always more money where that came from.

On the face of it, Kyncl and Pickett don’t seem like natural choices for the jobs they have. Kyncl, YouTube’s global head of content partnerships, is in charge of making deals with the established brands. He, at least, spent much of his career in Hollywood, though he didn’t work his way up the traditional entertainment industry ladder. Before jumping to YouTube in 2010 as vice president of TV, film and entertainment, Kyncl—who got his start in Hollywood working for the legendary talent agent J. Michael Bloom—oversaw digital content at Netflix. 

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