×

YouTube, E! make a ‘Smack!’ pact

Netco partners with net on contest

Controversial video Web site YouTube has signed its first partnership deal with a network, pacting with E! for a contest featuring user-generated content.

E! will recruit content for its “CyberSmack!” segment, which has aired over the last couple of months on “The Soup,” via YouTube. Cabler also will add “CyberSmack!” as a channel on its broadband network the Vine.

“CyberSmack!” features amateur videos that satirize or lampoon pop culture.

YouTube users can upload entries and also watch “CyberSmack!” videos on the site. E!’s broadband channel, meanwhile, will feature finalists’ videos and other footage from the Web that’s not used on-air for “The Soup.”

No money is changing hands: E! gets access to YouTube’s large, young aud, while YouTube gets more premium content for its users. Cabler will put up the $25,000 grand prize.

“This is our first full-fledged partnership as we start to do more programming without disrupting the user-generated content that is so popular,” said Julie Supan, YouTube’s senior director of marketing.

Other networks, including MTV2 and VH1, as well as several movie studios,have partnered less formally with YouTube to distribute clips and promotional shorts.

E! exec VP of marketing and communications Suzanne Kolb said “CyberSmack” marks the channel’s entry into the viral video territory that’s already proved fruitful for other networks. VH1 and Bravo produce original series that showcase clips from the Web, while USA is piloting its own.

“Our take is to highlight videos that are in line with the brand of ‘The Soup’ and the network overall: They skew and spoof pop culture,” Kolb said.

Popular on Variety

More TV

  • Paramount Television Adds Three to Executive

    Paramount Television Adds Three to Executive Team

    Paramount Television is continuing to add to its executive ranks. The studio has tapped Brian Segna as its new senior vice president of development, along with Kate Gill and Nicole Harjo, both of whom are joining as vice presidents of development. The trio will all report to Jenna Santoianni, executive vice president and head of [...]

  • Phyllis Nagy

    Writers Guild Presidential Candidate Phyllis Nagy Blasts Strategy on Agencies

    Phyllis Nagy, who is challenging Writers Guild of America West’s president David Goodman, has warned of dire consequences from the current stalemate between the WGA and Hollywood agents. Nagy, who announced her candidacy on July 22 as the head of Writers for Negotiation, is running on a platform that the WGA needs to get back to [...]

  • Practical Magic

    'Practical Magic' Prequel Among Three HBO Max Pilot Orders

    HBO Max is continuing to build up its original programming slate with three new projects. Variety has learned that the nascent streamer has given pilot orders to the half-hour dramedy “Generation” and the hour-long drama “Red Bird Lane,” as well as a pilot production commitment for the one-hour drama “Rules of Magic.” All three projects [...]

  • James Corden Variety Cover Story

    James Corden Signs Deal to Host 'Late Late Show' Through 2022

    James Corden has signed a new deal with CBS which will see him stay on as host of “The Late Late Show” through 2022. The multi-talented Brit had been in advanced negotiations with the studio since May, and the new deal is sure to see him score a substantial bump in pay. The previous deal [...]

  • Reese Witherspoon

    Reese Witherspoon, Home Edit Duo Set Lifestyle Series at Netflix

    Netflix has ordered a new lifestyle series that boasts Reese Witherspoon among its executive producers. The hour-long series will follow master home organizes Clea Sherer and Joanna Teplin, the duo behind The Home Edit company. In each episode, Sherer and Teplin will transform the lives of their clients by conquering clutter with their signature style. [...]

  • 'RuPaul's Drag Race' Renewed for Season

    VH1 Renews Two Series in 'RuPaul's Drag Race' Franchise

    “RuPaul’s Drag Race” has been renewed for Season 12 at VH1, the cabler announced Monday. Additionally, the “All Stars” version of the show has been renewed for Season 5. RuPaul made the announcement in a video, which you can see below. The flagship series will welcome a fresh group of drag queens eager to prove [...]

More From Our Brands

Access exclusive content