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YouTube-funded show makes first leap to network TV

Published on Sep 25, 2012 9:52 AM

SAN FRANCISCO (REUTERS) - United States (US) TV network ABC will in October start broadcasting a cooking show that began as part of YouTube's Original Channels initiative, the first such deal to take a YouTube-funded programme to national TV.

For Google-owned YouTube, the deal is a milestone in its effort to rebrand itself as a place to watch high-quality video, able to compete with traditional TV for advertising dollars as well as audiences.

The deal comes nearly a year after YouTube launched a US$100 million (S$123 million) campaign to shed its image as a repository for blurry, home-made cat videos, by paying producers to make slick, professional programmes like Recipe Rehab, the show that will make the jump to TV.

Although episodes will be re-shot for the 22 minute TV format, the show is being helmed by the same executive producer as the Web version, and two of its star chefs from YouTube will migrate to the small screen.

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