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BREAKING NEWS & VIEWS
EW and YouTube Launch Fall TV Preview ChannelTuesday, September 7, 2010 The annual Fall TV Preview issue of Entertainment Weekly is one of the most popular of the year for the magazine brand, and with the 2010  edition EW has leveraged YouTube to fuel the buzz. A new EW-branded Fall TV Preview channel at the Google-owned video hub pulls together scores of clips previewing new and returning TV programs and wraps around the package exclusive EW videos. As editor Jess Cagle outlines in the site’s introductory video below, the EW editors have been doing behind-the-scenes shoots and celebrity interviews throughout the summer to create a multimedia package that combines the magazine brand with YouTube’s raw traffic-grabbing power. The Fall Preview page is a custom build using YouTube’s platform. The show clips appear as an attractive wall of tiles with a pop-up mini-player that is superimposed on the site. The site, which just launched in advance of the issue coming this week has already attracted 17,400 views and 1,300 user comments before any active promotion. This is a deft use of the YouTube engine to drive brand visibility for EW and sharpen the magazine’s role as an editorially driven guide to pop culture. The attractive site is targeting the TV fan by making it easier to access a video version of the classic Fall Preview issue and by adding value to a typical video clip search on YouTube. It is also a good example of YouTube itself partnering with more traditional media brands to bring greater order and editorial heft to what otherwise is just a video search engine. EW has had ongoing relationship with YouTube. Its editors helped unravel TV’s Lost for a high-profile YouTube launch page project last year. The EW channel on YouTube has had over 32 million "upload views" since it launched in early 2006. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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