Has TV got the hang of YouTube yet? According to Matt Campion, creative director of multi-platform production company Spirit Digital, two recent examples would suggest it has. Firstly, the company has worked E4 with reality show Made in Chelsea to produce spin-off shows like ‘Game of Sloanes’, specifically for YouTube; and secondly, the latest edition of ITV1 talk show Ant & Dec’s Saturday Night Takeaway continued as a YouTube livestream, once the on-air broadcast had ended.

“We gave it a different look, the camera went hand-held, the boys were able to control those cameras” and take the audience behind the scenes… the aim being to “give superfans a glimpse of what Ant and Dec’s life is like when they’re not on the big shiny TV stage,” said Campion.

So where should TV companies be going next, in terms of YouTube engagement? “I hope that we start seeing content that starts on YouTube or on TV, and then resolves itself on the other platform, so that fans can have continual content pushed to them.”


Expect more online video innovation at the inaugural MIP Digital Fronts, April 9-10 at MIPTV! More info here…

And be sure to read our exclusive white paper “Building the new digital content market” to be ready for MIP Digital Fronts! Download here (email required)

About Author

As Head of Social Media for Reed MIDEM, James Martin oversees social strategy and deployment for B2B events MIPTV and MIPCOM, Midem (music industry) and MIPIM & MAPIC (real estate & retail). He is based in Reed MIDEM's Paris office.

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