Disney Interactive and YouTube announced the alliance to bring together the leading provider of original family-friendly video entertainment to the web by spending a combined $10 million to $15 million.
“Complementary online video destinations tailored to Disney audiences will be made available on both Disney.com and YouTube in early 2012, furthering Disney Interactive’s strategy to deliver the most relevant and immersive online experiences to its guests wherever they are,” announced Google.
“Disney Interactive will produce and program the co-branded video destinations for both Disney.com and YouTube, providing a family-friendly experience for viewers across both platforms.”
“Programming will include video drawn from relevant family-friendly content currently available across YouTube, original video produced by Disney, as well as a blend of current Disney Interactive original series, select Disney Channel programming and Disney user created content.”
An original video series based on Disney’s hit mobile game “Where’s My Water?” and its main character Swampy will be the first project to launch in February and will be followed by other similarly short-form, family-oriented programming.
“It’s imperative to go where our audience is,” said James A. Pitaro, co-president of Disney Interactive. “With online video consumption exploding and YouTube at the center of that trend, we see an opportunity for Disney Interactive and YouTube to bring Disney’s legacy of storytelling to a new generation of families and Disney enthusiasts on the platforms they prefer,” added Pitaro.
“As we prepare to re-launch Disney.com in fall 2012, the Disney/YouTube destination will play a critical part in our next generation platform.”