Channel 4 has announced a deal to make programmes - such as Derren Brown's Trick or Treat - available on the hugely popular video sharing website, YouTube.
Other broadcasters, including the BBC, currently make video clips and selected shows available through YouTube - however, this is the first time that a broadcaster has made its entire catch-up library available via social media. It demonstrates a shift in attitudes in the media industry, from aggressively (and ineffectively) protecting copyright - to reaping the benefits of sharing content freely, and embracing the principles of Web 2.0 at the same time.
Channel 4 and YouTube will both benefit through shared advertising revenue, generated from viewers of Channel 4 programmes. Programmes should start to be shown over the next few months, with a full service operating by the end of the year.
Here's hoping the BBC follow suit!
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