From CNN to Cartoon Network, YouTube users will now have direct access to a wide range of Time Warner content, per a distribution deal announced Wednesday by the two companies. Financial terms of the
deal were not disclosed.
The agreement will allow Time Warner's Warner Bros. Entertainment and Turner Broadcasting System to program videos on YouTube using a Time Warner embeddable
player.
Another Time Warner property, HBO, has been programming a branded channel on YouTube since early last year with promotional content from shows including "True Blood," "Hung" and
"Entourage."
"Our agreement with YouTube helps us expand the amount of our promotional content, animation and news that we already make available online," Time Warner Chairman and CEO Jeff Bewkes
said in a statement. "Working with YouTube, we expect to improve our ability to monetize this short-form content through new and creative advertising initiatives."
This deal also gives Time
Warner the ability to create separate channels for key brands as well as to control and sell the ad time on YouTube.
Warner Bros. Entertainment and Turner Broadcasting is expected to work with
YouTube to offer advertising and agency partners tailored packages of targeted advertising, supplemental marketing and branded channels.
Under the agreement, videos from Time Warner properties
will appear on YouTube and across Google's product suite. Clips will include advertising, with time sold by Warner Bros. Entertainment and Turner Broadcasting System. Time Warner's properties will
share ad revenue with YouTube.