Telefe launches YouTube multichannel network


Details

Juan Fernandez Gonzalez

| 19 March 2016




What started out as a showcase for Argentina's online video talent has now become a platform itself as Telefe launches UPlay, a multichannel network (MCN) for YouTube.



telefeThe platform aims to increase the presence of one of the country's largest free-to-air (FTA) networks on the multi-screen scene, as it opens new slots for advertising and addresses the growing online and mobile millennial audience.

UPlay will initially integrate 50 different YouTube channels, each one managed by a well-known online video creator. The YouTubers were selected through Desafío UPlay, a talent show aired on UPlay Ya Nada Será Igual, a programming slot that has been airing on Telefe since September last year.

“It's an important step forward for a linear TV channel,” said Tomás Yankelevich, global content director at Telefe, during the platform's presentation. “We intend all this content to air through every platform and we are planning even to produce specific online video shows.”

For the project, Telefe is not only providing the online platform. The company has committed to support new creators with studios, production facilities, marketing and legal assistance.

“Brands have the need of finding new advertising places,” added Guillermo Campanini, commercial director, Telefe. “It was their demand, and we are building this network of creators, a product that is very appreciated by agencies and advertisers.”