Down the Tube

Old and new media continue to converge:

In yet another sign that traditional television broadcasters are intent on staking their claim on the Web, NBC and online video company YouTube on Tuesday announced a strategic partnership.

The alliance will promote NBC's fall television lineup and other NBC shows over the next year.

The agreement also includes an integrated, cross-promotional advertising relationship, with on-air promotion of YouTube provided by NBC.

"The YouTube and NBC partnership symbolizes what can happen when traditional media companies and new media companies find common ground," said John Miller, chief marketing officer for the NBC Universal Television Group.

NBC is hoping to cash in on the YouTube phenomenon. People now watch more than 70 million videos per day on the service. It is the 17th most-trafficked Web site in the world, according to the company, and it is still adding more than 60,000 new videos daily.

"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," Miller said.

Under the terms of the agreement, NBC will create an official NBC Channel on YouTube to house its fall preview area with exclusive clips to promote NBC's "The Office."

In addition, NBC will upload to its channel on YouTube several video presentations and longform promos per week from prime time and late-night programs like "Saturday Night Live," "The Office," and "The Tonight Show with Jay Leno." YouTube will promote NBC's videos throughout the site.

I admit I have little interest in YouTube (or even NBC, for that matter), but surely there has got to be a better term for this than "viral video." That and "mashup" are my two least favorite new media terms. Well, them and "new media."