ITN On Goes Beyond Books With New Youtube Channel
ITN On, the multimedia arm of ITN, is launching a books channel on YouTube called Beyond Books. The digital production house is creating a whole host of fresh programming, as well as aggregating existing video from publishers to create one home for book related content on the web for the very first time.
ITN On is working closely with an array of publishing houses including Penguin, Faber and Random House to launch the service and expects to sign up further partners in the coming months. The division is also offering its multimedia production services to create bespoke video for publishers' own digital interests.
The launch channel features an interview with Audrey Niffenegger, author of the Time Traveller's Wife speaking about her eagerly anticipated new novel, Her Fearful Symmetry. A regular feature on the channel is Book versus Film an analysis of how close Hollywood sticks to the original book, with the launch programme looking at My Sister's Keeper. Viewers of the channel will also regularly hear what books celebrities are reading and their recommendations for users.
Nicholas Wheeler, Managing Director of ITN On, said: "Publishing is a huge market with over £2.5 billion spent on consumer books alone in the UK in 2008. With the success of book clubs on TV, there is clearly an appetite for this type of programming online."
"We look forward to enriching the users' literary experience as well as enticing a new generation to pick up a book. The launch of the channel on YouTube adds a whole interactive element enabling book fans to share their opinions with fellow readers and publishers."
Beyond Books extends ITN On's current portfolio of YouTube channels to six which currently attract 13m views monthly and continue to grow. ITN Entertainment and ITN News sit in the top five most viewed channels on an almost daily basis. All ITN On content on YouTube is advertising funded and recently YouTube selected the division as one of their few UK content partners to trial a pre- roll advertising service.