• by Wayne Friedman , November 16, 2009

Inking its deal with Univision, YouTube moves somewhat closer to competing with Hulu.com. Univision says its TV program agreement with YouTube is one of the most comprehensive, including full-length TV shows and short clips. YouTube has only made programming agreements with CBS and the BBC for full-length shows.

Other YouTube deals -- for example, with major TV programmers ABC, Discovery Communications and NBC Universal -- have been for short promotional clips and other show-related content only.

Part of the change is a result of content providers' efforts to put their TV shows on Hulu.com, a site co-owned by NBC Universal, News Corp., and Walt Disney Co.

Kevin Conroy, president of Univision Interactive Media, Inc., stated: "This partnership uniquely extends our reach to our audience and solidifies our position as the leading Spanish-language video provider for U.S. Hispanics with unparalleled programming in all respects."

Univision, TeleFutura and Galavision television programs will be featured and promoted through on YouTube.com., which is owned by Google. In addition, users will have access to Univision.com videos across key content categories, as well as unique footage from Univision celebrity interviews and special events, such as next year's "Premio Lo Nuestro a la Musica Latina" awards shows.

The Spanish-language net said it will be using YouTube's leading Content ID technology to track user engagement and monetize Univision content uploaded by YouTube users.

According to Chris Maxcy, head of content partnerships at YouTube, adult Latino users have grown 80% to about 6.5 million a month on the site.