Typically, I might not cover a network picking up a YouTube channel, but I think this is a special case. America’s Funniest Home Videos, which premiered in 1989 and became a full-blown phenomenon in 1990, is really the precursor to what we know as YouTube. And, AFV has their own channel on YouTube with nearly 30,000 subscribers. So with today’s announcement that AFV’s parent company, FishBowl, has signed a deal with Fullscreen in order to reach a larger audience, it goes to show that you may know everything about attracting a TV audience, but online is a different world.
Fullscreen and FishBowl Sign Multi-Year Deal
The press release states:
In this partnership, Fullscreen will introduce AFV to new online audiences as well as create opportunities for digital talent and content creators to extend the brand beyond AFV’s YouTube channel. The partnership will focus on attracting the younger demographic active on the platform by keeping the brand fresh and relevant to a new generation of creators and fans.
In other words, if Ray William Johnson can succeed showing and making fun of videos on YouTube, surely the granddaddy of all video shows can find a way to reach an audience as well. Their content is perfectly tailored to YouTube, but they haven’t quite gotten a huge presence on the site yet. It could be because they’ve had a hard time distinguishing themselves from any other wacky, crazy videos that you run across on YouTube. This might require finding a (young) personality to introduce and comment on the videos, or creating online-specific content.
Whatever they may need, this is why they approached a multi-channel network like Fullscreen. They may have the content, but they don’t know how to deliver the content to an online audience. Many people who actually watch this show on TV may not think there’s any reason to watch it on YouTube. So finding a company like them that can navigate the waters makes sense. It’s why NBCUniversal is with Fullscreen. It illustrates the difference between TV and online, as Tim Schmoyer explained in one of his Creator’s Tips.
Anyway, I found this interesting because there are so many ironies involved with this story. AMFV is such a pioneer in what we cover here, but even it needs help finding an audience on YouTube.