FremantleMedia in Youku digital deal
October 8, 2013
Colin Mann @ MIPCOM
Television entertainment distributor FremantleMedia International has agreed what it says is a landmark multi-year digital deal with the China headquartered portal, Youku. The agreement will see a variety of FremantleMedia’s premium entertainment and drama content available to online audiences averaging 14 million unique users a day.
Second only to YouTube in terms of worldwide viewership, Youku also boast 200 million mobile users. FremantleMedia is one of the first independent distributors to strike such a deal with the platform.
Taking a wide selection of content exclusively for its VOD channels, youku.com, youku.net and tudou.com, some 202 hours of programming will be available on Youku in the first year. Initial properties include the recently launched Total Black Out USA along with several FremantleMedia International global hit series such as The X Factor USA season three, America’s Got Talent season eight, Project Runway season 11, Celebrity Apprentice season six and American Idol season 13. It has also acquired the high-end scripted series centred around a contract killer (with a twist) and starring Chloe Sevigny, Hit and Miss, along with the period dramas The Crimson Petal and the White and Fingersmith.
Ganesh Rajaram, FremantleMedia International Executive Vice President Asia, said: “Youku is a fantastic outlet for our programming in China allowing some of our best known shows to reach millions of new viewers. Our brands have repeatedly demonstrated their mass appeal around the world so it’s fitting and exciting that they can now reach such a thriving new market.”
According to Paul Ridley, FremantleMedia International Senior Vice President Asia Pacific, as the Asian region evolves it is really important for FremantleMedia International’s content to be present on platforms which are in line with new consumer viewing habits. “With Youku’s vast reach, it was the natural choice for us in China.”