Italian network RAI has signed a deal with YouTube to make a selection of its library available on the online platform.
The agreement marks a shift in the net’s strategy to maximize the distribution and monetization of its content through revenue sharing deals.
RAI will be uploading a number of videos to YouTube each week and making them available through a branded channel: http://it.youtube.com/rai.
The net will be using YouTube’s VideoID tech to manage and protect its content on the site. Other key YouTube partners have also adopted this tool, including CBS, Lionsgate, Electronic Arts, Sony BMG Europe and AFP.