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CBC, Fullscreen form online video joint venture
By Adnews Staff
CBC has signed a multi-year digital media agreement with online video company Fullscreen, a joint venture of AT&T and The Chernin Group. Fullscreen represents approximately 70,000 YouTube video creators aimed primarily at the youth market. The agreement will see the creation of an entity called the CBC Fullscreen Creator Network, which will support Canadian video producers. At launch, the 2,000 Canadian producers affiliated with Fullscreen will become part of the new service. Their video content will be distributed via YouTube and CBC, as well as other channels. Fullscreen will develop a co-branded talent management system for these producers, while Canadian advertising sales will be conducted by CBC. International ad sales will be handled by Fullscreen. Advertisers will be offered a range of sponsorship options, including content integration and the production of custom videos. These will be accompanied by social media activities.
"This new partnership will allow CBC to deepen its leading digital relationship with audiences by supporting this emerging group of Canadian YouTube stars," said Heather Conway, executive vice-president of CBC English Services. "We're excited to bring this new opportunity to brands that are looking to authentically connect with Canadians at scale. Fullscreen is the ideal partner for CBC to help enable our digital strategy and continue to deliver on our mandate for all Canadians."