Discovery’s ‘Mythbusters’ Mines Viral Videos
The Discovery Channel’s “Mythbusters” series is seeking ideas for the show from YouTube fans, who can submit viral videos about myths they’d like to see busted on the popular cable TV series.
That initiative is the leading edge of a larger partnership between Discovery and YouTube intended to provide Discovery’s cable networks with additional reach in cyberspace. Discovery launched nine YouTube Channels this week corresponding to content from its disparate family of non-fiction programming networks, including Discovery Channel, TLC, Animal Planet, Planet Green, Discovery Health, Science Channel and Military Channel.
“We’re really just trying to make sure than we make our content available as broadly as possible,” said Josh Freeman, Discovery Communications executive vice president of digital media. “A lot of our content does well with the YouTube audience.”
“Mythbuster,” whose viewers skew toward younger male viewers, is a prime example of the crossover appeal between Discovery and YouTube. On that series, hosts Jamie Hyneman and Adam Savage seek to explore the scientific basis—or lack of it—for popular myths about physical phenomena through practical experiments they create on the show.
Last night, Hyneman and Savage started pitching prospective viral videophiles on air during “Mythbusters” to submit ideas for future show segments via YouTube. They’re also making that pitch on YouTube.
Other Discovery series, such as “Dirty Jobs” may follow that same tact, according to Freeman, who said that some of the YouTube video submissions for “Mythbusters” might be featured in the segments they inspire on the series.
“We’re looking for ways to tap into the enthusiasm of the YouTube audience, as well as tap in to the quality of our content to generate new fans of the network,” Freeman said.
Discovery is looking at other, similar opportunities to forge partnerships with other video sites, and is currently assessing the best online environments to do so, he added.
In the partnership with YouTube, Discovery will provide content, which will be monetized through advertising. The partners will share the resulting revenue.
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