At the ongoing NewFronts conference organized in New York, YouTube took center stage to today announce the launch of their new original programming — in the form of seven star-studded shows. While the video streaming giant has called upon some of its creators to be part of their new ad-supported original TV show program, it has brought in celebrities from beyond the platform to attract users.
The highlight of this new original programming will have to be the fact that it is completely separate from YouTube Red, its premium subscription service. These shows have been designed to support its brand advertisers, who’ve equally been at a loss due to the recent YouTube advertisement snafu – where ads were placed over or next to questionable content. Thus, the video streaming giant is taking on this onslaught of live video and original productions with their very own collection of branded, TV-like original content. They will be available to watch for free.
Talking about the launch of these original shows, Robert Kyncl, Chief Business Officer, YouTube said:
We’re thrilled to announce that beginning later this year, some of the biggest YouTube creators and Hollywood names will be featured in seven new series on YouTube—bringing more can’t-get-enough-of and can’t-find-anywhere-else shows to everyone, everywhere.
For these original shows, YouTube hasn’t forgotten about the stars of its very own platform. It has signed up the services of popular morning show hosts Rhett and Link to create an extended iteration of their popular ‘Good Mythical Morning’ show. The company is also trying to slow things down with support from The Slow Mo Guys. No other YouTube content creators have been onboarded but instead, they’ve brought on board some prominent celebrities to support their original TV show plans.
This includes Hollywood’s biggest TV show star, Ellen Degeneres, who’s currently working on a twice-a-week series to give Internet users a behind-the-scenes look at star’s life and their favorite moments. This original series is called Ellen’s Show Me More Show. It has also signed up comedian Kevin Hart, who plans to team up with celebrity friends and YouTube stars each week to master a rather tough workout routine. This show will be called Kevin Hart: What the Fit?
In addition, YouTube also plans to attract millennials and the current pop generation with the help of three music-oriented original shows. It has partnered with Demi Lovato, Katy Perry, and Ryan Seacrest to create their very own YouTube series. The pop sensation Demi Lovato will talk about her personal journey as an artist, her writing and recording process in I Am: Demi Lovato.
On the other hand, Ryan Seacrest will be engaged in the grueling task of finding the next Internet pop sensation, like Justin Bieber. He has partnered with Endemol Shine North America to create a cutting-edge talent competition to hunt for the next best cover artist from across the globe. Called Best.Cover.Ever, this series will be hosted by none-other-than rapper and actor Ludacris. And finally,
The Katy Perry Live Special will take you inside of her world, revealing the experiences and emotions she poured into her all-new soul-baring music on the eve of her highly anticipated album launch.
On the other hand, its prominent competitors such as Netflix, Amazon Prime Video or Apple Music in the video streaming space continue to operate behind a paywall. Youtube is moving beyond the said scope to offer more genuine and original content to its massive 1.3 billion registered users on the platform. It has currently announced only seven shows and other may be in the works while we are talking about the existing ones. Bloomberg reports that YouTube is planning to invest hundreds of millions of dollars over the next year to build its original content portfolio. It will invest into further expansion of its YouTube Red service.