BURBANK, Calif., June 27 (UPI) -- NBC and YouTube have announced a strategic partnership that will allow users of the vid search engine to preview NBC's fall program lineup.
The partnership, an effort by NBC to promote its lineup through new ways, will also include an integrated, cross-promotional advertising relationship on the YouTube service and significant on-air promotion provided by NBC, the companies said.
Under terms of the agreement, NBC will create an official NBC Channel on YouTube with exclusive clips to promote NBC's "The Office," as well as promos from "Saturday Night Live" and "The Tonight Show with Jay Leno."
In addition, NBC is launching a contest for "The Office," where individuals can submit their 20-second promotional videos from June 26 to July 21. The winning video, which must be "compelling, entertaining, and create interest for potential viewers to watch" the show, will air within the network broadcast of the show in August.
"The YouTube and NBC partnership symbolizes what can happen when traditional media companies and new media companies find common ground," said John Miller, NBC's Universal Television Group's chief marketing officer. "YouTube is the perfect online media partner to promote NBC's marquee entertainment to their audience and explore new and creative ways to harness the power of viral video in a manner that respects copyrights. We applaud YouTube for their continued willingness to work with us to remove any unauthorized NBC content and protect our copyrighted material. We are thrilled to be partnering with this forward-thinking company."