April 3, 2012 – 8:00 am
Nearly a year after Everyday Health made the leap from the web to broadcast with its own syndicated weekly program on ABC, the wellness news and info online network is launching its premium YouTube channel Everyday Health: TV to Change Your Life.
Given the ambitions that YouTube unveiled last fall when it said it was looking to emphasize its value as a platform for professional -- as opposed to user-generated content -- video entertainment with roughly 100 content producers, the question is: can the Google-owned site and its partners really challenge the traditional ways premium video? And who is the main beneficiary -- YouTube or the partners?
Paul Slavin, GM/SVP Global News for Everyday Health and its studios, knows something about creating digital video extensions for traditional broadcasters by dint of his previous post as the digital head of ABC News. He told TVExchanger that the YouTube partnership is intended to serve as the core part of its video strategy and help expand the 30-site network's roughly 38 million monthly users.
As it begins, advertising is not the primary focus -- building the audience is, and that entails driving users back to the site network. Ultimately, Slavin does expect YouTube to produce revenue. But it's anyone's guess at this point how quickly and how many dollars will materialize.
"We're going to make sure that YouTube represents both promotional value to Everyday Health as well incremental ad revenue," Slavin said. "Certainly, YouTube and Google believe we can deliver the audience with our content -- that's why want us. But this is something we feel free to experiment with, since we are fully sold for our content on the Everyday Health network. We’re working with Google to sell the content as well. I genuinely see it as a wonderful way to create new revenue streams, get the brand out there, and be part of something new. "
In its first week, Everyday Health on YouTube will roll out 15 hours of original programming. Each consecutive week, 90 minutes of new episodes will premiere. Ultimately, Slavin said the company hopes to have over 150 hours of video content available on YouTube by the end of the year.
The Everyday Health YouTube channel will initially be composed of one daily program, four weekly programs, and five on-demand shows including two workout-focused shows, You Train System and No Gym. No Problem. All weekly programs premiere at 1pm ET/10am PT, and Everyday Health’s daily program, Daily Dose With Jillian Michaels premieres at 12pm ET Mondays through Fridays. New programs, with titles like Around The Clock and Make Me Younger will be up on YouTube in the next few weeks.
The programs were produced with with Trium Entertainment, the outfit behind NBC's The Biggest Loser and CBS' The Amazing Race. So does YouTube, if it at least means bringing more TV-like content to the web -- if not broadcast-level ad dollars, at this point -- suggest that this could be a way to try out potential television programming?
"We're continuing to run our ABC programming on Saturdays, and there is often network interest, so anything is possible," Slavin said.
By David Kaplan
April 3, 2012 – 8:00 am