YouTube Integrated with Huffington Post, NPR, Politico and SF Chronicle with Free API

By on 11/17/2009 3:01 AM @beet_tv

YouTube has introduced a solution for media sites to moderate and post video uploads from visitors. The Huffington Post, NPR, Politico, and the San Francisco Chronicle are the first media companies to use the system called YouTube Direct.

The system allows registered YouTube users to upload videos directly to a media site.  These videos are also seen on the member's personal YouTube channel. 

Arianna Huffington, editor in chief of the Huffington Post told Beet.TV in an email statement:

"YouTube Direct is a natural fit for Huffpost as we continue to expand the reach of HuffPost's community and its ability to commit acts of journalism."

Aaron Zamost, spokesperson for YouTube told us:

"This is a new application, built from our APIs, that lets news and media organizations use the power of our platform to request content directly from our users. This benefits news organizations because it gets them more content to broadcast and include in their coverage, and it's good for users who get editorial validation and a wider audience for their videos."

For NPR, which has had very little video on its site, this is significant move.  Follows is a statement from  Mark Stencel, Managing Editor, NPR Digital Media:

"While known primarily as a radio network, NPR's role as a launch partner for "YouTube Direct" is a great fit.  We've been experimenting with new approaches to explanatory journalism through our multimedia offerings for some time and are ready to invite our audience to take part more fully. We see strong evidence that they want to engage based on their activity on YouTube, Facebook and Twitter.  This audience of creative, smart and well-informed people will have a fresh take on any question or topic, and we're eager to see and share their work." 

Today, NPR is launching the YouTube initiative with a call to submit science-related videos for a program called the WonderScope.  We have pasted the promotional video on this page.

And, here is the Huffington Post's solicitation for video clips for the Hopenhagen Ambassador contest. (That's "hope" for the UN climate summit in Copenhagen.)

Not Just for the Media

YouTube Direct is free and the company expects that the platform will be used by many businesses, non-profits, universities and advocacy groups. 

This will be an interesting experiment to watch.  To this point, experiments with user-generated video uploads to media sites has had limited effect. The tie-in with YouTube, with its millions of registered users, could be a powerful catalyst.

Here's the story on the subject by Brian Stelter in today's New York Times.

Andy Plesser, Executive Producer

Recent Videos
Upfronts Won’t Die In TV Renaissance: Magna Global’s Bayer

FORT LAUDERDALE — If you think the coming age of buying addressable, internet-style ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again. “I think we’ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna ...

Brienna Pinnow, Experian
Experian Gearing To Launch Connected Addressable TV Platform

FORT LAUDERDALE — “This has really been the year of addressable TV. We’ve done literally triple the amount of work compared to 2014,” according to Experian addressable advertising product lead Brienna Pinnow. Now the data company wants to do more? But what exactly? “To develop ...

More Safeguards Needed For Dynamic Ad Creative: Bank of America’s Paskalis

The concept of dynamic ad insertion – through which, consumers would get served a brand ad with different content, depending on their targeting profile – has been talked about for a couple of years now. The exciting reality may be around the corner, if the industry can persuade brands it is a ...

Context Of Viewing Still Matters To Ads: Videology’s CEO

Now that online video ad targeting technology can reach advertisers’ ideal audiences wherever they are watching, what is the use for the old model, in which buyers place their bets on shows with audiences they believed to be matched? The new doesn’t have to trump the old, says video ad tech ...

Too Soon For Dynamic Creative Ads: DISH’s Gaynor

Super-targeted TV advertising is just around the corner, but don’t expect the content of those ads to be served dynamically just yet. That’s according to DISH media sales and analytics VP Adam Gaynor. In this video interview with Beet.TV, he says: “Advertisers no longer need to use ...

Castree On Videology’s “Sand, Rocks & Boulders”

FORT LAUDERDALE — It’s one of the major ad tech vendors promising to define the emerging video advertising space. But what is going on at Videology lately? The way North America MD Tim Castree describes, Videology is a little bit like geology… “Sand — How we can use our ...

Cut The Fraud Bull From Ad Pricing: GroupM’s Gotlieb

If you want to price digital advertising appropriately, don’t just look at the rapidly-growing supply of inventory, look beneath the surface for what is really real. That’s according to veteran ad exec Irwin Gotlieb, the chairman of ad group GroupM. “Supply measured without taking in to ...

Context Still Matters For TV Ads: FreeWheel’s Rothwell

Does the coming age of one-to-one, super-personalized TV ads make the traditional process of buying ads against shows of a particular type dead in the water? Not at all, says FreeWheel agency and brand relations VP James Rothwell, whose company helps place video ads. “Context still matters,” ...

Data Will Set Context Free: SMG’s Scheppach

Advertisers are getting excited by the possibilities for super-targeted TV marketing promised by new ad tech platforms. In fact, to many, it looks like the days of traditional TV ads, which are bought against the context of demographic audience profiles, are numbered. But things are set for a correction, ...

How Simulmedia Tracks The ROI Of Linear TV: VP Storan

FORT LAUDERDALE — It may be old-fashioned linear TV, but that doesn’t mean you can’t bring internet-like next-gen ad measurement to the ‘ol box. That’s what Simulmedia, the ad technology vendor, is doing. Although the company focuses on helping clients find the best inventory ...

Two Steps To Scaling Addressable TV Heights: Invision’s Marshall

FORT LAUDERDALE — This year, the promise of “addressable TV”, allowing advertisers to target individual TV sets, became a reality. But it remains just a slither of a US TV industry that is worth circa $75 billion. “There’s two parts to scaleability with addressable:,” says ...

TV Ad Super-Targeting Is Ready To Scale: Eyeview CEO

FORT LAUDERDALE — Last year was been characterized by the industry wondering when TV platforms would open up to support addressable TV advertising. This year seems to have been characterized by actual roll-out. Next year could mean larger-scale adoption. “The concept of being able to target ...