Discovery is debuting Wednesday on nine channels on YouTube, as well as a series of targeted international channels. To promote the deal, a number of program marketing initiatives will push YouTube's users to become viewers of Discovery's networks.
Highlighting the deal will be a special promotion centered around Discovery's highly viewed "Mythbusters," where users will contribute to a special "Viral Myths" episode. Starting on Wednesday, a series of promos will ask viewers what type of myths they want to see busted. Users can then post videos of these myths on the new Discovery Channel YouTube Channel.
Josh Freeman, executive vice president, digital media, Discovery Communications, said in a release: "Our partnership with YouTube is a significant step in the company's strategy to expand the global reach of our content on the Web and draw new viewers to our networks."
YouTube has a number of deals with broadcast and cable networks, such as NBC, CBS, TNT and others, where promotion and associated network programming is aired.