Warner Bros. and Turner Broadcasting have inked a joint deal with YouTube to put movie and TV clips up on the world’s most-trafficked video site.
The pact, done through the home entertainment and television divisions, is aimed at driving digital sales of Warner movies and TV shows online, the company said. Links on some WB shows already on the site point users directly to WBshop.com, where they can buy DVDs of what they’re watching.
Warner said it will offer clips of everything from CNN news programs to Cartoon Network shows and WB TV hit “Gossip Girl” on a number of different Warner-branded channels on the site.
Warner is the latest studio to partner with YouTube. ABC signed a similar deal in March to stream clips, while CBS, Sony Pictures and Starz stream full-length, ad-supported TV episodes and movies on the site. Time Warner’s HBO has been offering clips from its lineup on YouTube through its own channel since last year.
Warner and Turner Broadcasting clips will be playable on YouTube through a Time Warner embeddable player.
Warner said the deal will allow it to create separate channels to control and sell ad time on YouTube. Warner will share ad revenue with YouTube. The company said YouTube’s ad-model flexibility was one reason for signing the deal.
YouTube will also feature Warner TV and movies in ads and promotions.
Time Warner chair-CEO Jeff Bewkes said in a statement that the deal would allow the company to offer more promotional content, animation and news online.
“Working with YouTube, we expect to improve our ability to monetize this shortform content through new and creative advertising initiatives,” he said.
(Jennifer Netherby writes for Daily Variety sister publication Video Business.)