×

FremantleMedia Claims Rights to YouTube User-Uploaded Clips

FremantleMedia is turning thousands of fan-uploaded YouTube clips of “American Idol” — and dozens of other shows it produces — into cash.

In a partnership pairing two corporate cousins, TV production firm FremantleMedia is working with BroadbandTV to identify and manage user-uploaded content on YouTube for more than 200 shows, including “American Idol,” “The Price Is Right,” “America’s Got Talent,” “Baywatch” and “The X Factor.”

FremantleMedia is owned by European entertainment conglomerate RTL Group, which holds a majority stake in BroadbandTV.

Using YouTube’s Content ID system for tracking copyrighted material, FremantleMedia has already claimed ownership of some 500,000 clips, according to Olivier Delfosse, FremantleMedia’s senior VP of digital. Now, with BroadbandTV’s system in conjunction with Content ID, the company expects to find significantly more, and that will expand Fremantle’s advertising inventory on the site.

“For us, it’s like flipping a switch to an immediate expansion of our business,” Delfosse said.

SEE ALSO: YouTube, Once TV’s Enemy, Tries to Show How It Drives Viewers to TV Shows

YouTube allows copyright owners to opt to remove user-generated content flagged as rightfully theirs. But Fremantle is leaving the user-generated clips it finds in place, not only to collect more ad revenue but to tap their promotional value.

“When we see a fan of our show who has gone through the hassle of uploading (content from) it, it’s not an indication of them stealing from us — we see it as fan loyalty,” Delfosse said.

Fremantle’s own business on YouTube is sizable, and the company claims to be the world’s biggest provider of TV-related content to the site. It has 140 owned-and-operated YouTube channels, generating some 550 million views per month. The fan-uploaded content FremantleMedia claims will eventually be included within larger premium advertising packages.

“It doesn’t matter if we upload the official clip or a user does — the value to the advertiser is the same,” Delfosse said.

Other media companies that use BroadbandTV’s YouTube UGC-management services include the NBA and cable network A&E. BroadbandTV also runs a YouTube multichannel network with 16,000 content creators generating 1.6 billion monthly views.

Shahrzad Rafati, BroadbandTV’s founder and CEO, said the startup’s Viso Novi tool lets clients create guidelines for tracking specific content types and then apply policies to place ads against that content or to block it. For media companies, the typical ratio of fan-uploaded video to official video is 60/40, she said, but it’s much higher in Fremantle’s case.

“The Fremantle content is very viral. They have this massive tribe for each show,” she said. “The Fremantle fans are more engaged so we feel the opportunity is even greater for them.”

Popular on Variety

More Digital

  • Facebook

    Facebook Looking to Hire Journalists for Curated News Section

    Facebook is looking to assemble a small team of journalists to help curate a news tab within its app. The team of 10 media professionals will complement algorithmic curation, and highlight the top stories of the day, according to a New York Times report. “We are building a new surface for news that will give [...]

  • Best Podcasts: 14 Podcasts You Should

    14 Podcasts You Should Be Listening to

    Here are a few of the informative, funny, thrilling and downright addictive podcasts that deserve your listening attention. Read Variety’s cover story, a deep dive into the podcast revolution with Conan O’Brien, right here. CaliphateThe New York Times Rukmini Callimachi’s reporting about the Islamic State is harrowing boots-on-the-ground journalism at its finest. Conan O’Brien Needs [...]

  • Lee-Daniels-headshot

    Lee Daniels Entertainment Announces Diverse Creative Workshop

    Lee Daniels Entertainment and the online entertainment network Represent by OMV have launched a diversity-focused creative workshop to promote a diverse group of new writers. The workshop will be held from Sept. 25-28 in Los Angeles, with travel provided by American Airlines. Industry professionals will mentor aspiring creatives from underrepresented communities with workshops, meetings with [...]

  • Apple-Card-on-iPhoneXs-screen

    Apple Card Launches in U.S. With 3% Cash Back on Apple, Uber Purchases

    Apple launched Apple Card, a new credit card tied to iPhones that it’s offering in partnership with Mastercard and Goldman Sachs, broadly in the U.S. The card, available to all qualified users in the U.S. starting Tuesday, is designed to encourage people to make more purchases from Apple — including apps, games, media content and subscriptions [...]

  • Erika Nardini - Barstool Sports

    For Barstool Sports, Podcasts Are Now Around One-Third of Revenue

    Barstool Sports isn’t everyone’s cup of tea. The site trades in a style of raw humor and commentary that some find offensive. The company has a shoot-from-the-lip founder whose gags having included joking about union-busting, a move that would violate federal labor laws. But the brazen media outfit has drawn a large and loyal fanbase. [...]

More From Our Brands

Access exclusive content