US-based media giant, Time Warner has signed a video distribution agreement with YouTube, which will see the company’s short-form content aired on the popular broadcast website.
Selected clips from feature films, news programmes and television episodes will be made available on the site, chosen from the Time Warner and Turner Broadcasting System (TBS) collection.
The company is now expected to develop separate YouTube channels for many of its participating brands. CNN, Cartoon Network, Warner Bros, TBS and HBO are all properties of Time Warner.
Chairman and CEO of the organisation, Jeff Bewkes, said the company planned to gain advertising leverage through the use of online advertising techniques, such as targeted advertising.
"Our agreement with YouTube helps us expand the amount of our promotional content, animation and news that we already make available online,” he said.
“Working with YouTube, we expect to improve our ability to monetise this short-form content through new and creative advertising initiatives.”
Under the agreement, advertising revenue gained through the provision of Time Warner-owned content will be shared with YouTube. In turn, the video broadcasting site feature Time Warner content in promotional material.