multi-channel networks ( MCN ) are organizations working with video platforms like YouTube, to offer channel ownership in areas such as "product, programming, funding, cross promotion , partner management, digital rights management, monetization/sales, and/or audience development "in exchange for a percentage of advertising revenue from channels.
Video Multi-channel network
Origin name
The name of the multi-channel network has recently started the standard, created by former YouTube employee Jed Simmons (reportedly due to YouTube's disgust over the "network" idea). Before 2014, many names were used by different companies, including Online Video Studio, Company Internet Television, ITC, OVS, YouTube Network, or Network only.
MCN sub-networks are known as SubMCN, Virtual Networks, Proprietary Networks, Content Distribution Networks, SMCN, VN, PN, or CDN.
Maps Multi-channel network
Destination
They work by companies that create accounts with YouTube CMS (the system used for ContentID), companies add anyone who signs contracts with them to their CMS, allowing users (and CMS account owners) to use monetization, blocking and tracking policies. Monetization enables a video to generate revenue, Blocking prevents access to videos and Tracking enables content owners to view infringing 'reupload' content analytics and infringing copyright. Some MCN partners can block videos by country (e.g. If a video is uploaded with a banned or unlicensed logo).
The MCN has been described as a means to "negate the intricacies involved when searching for your own advertising opportunities on the site." Advertisers working with an MCN can pay for services including overlay ads, product placements and in event sponsors, aiming to get repeated exposure, support by YouTube personality, and increased audience engagement, especially compared to television ads that are often ignored or missed.
Benefits
The benefits and disadvantages of partnering with multi-channel networks have been discussed by some of YouTube's top creators, including Hank Green, Freddie Wong, and YouTube itself.
Possible benefits include:
- Access to video creation and publishing tools
- Marketing and promotion
- Access to production and editing facilities
- Higher CPM
- Access to traditional media projects and celebrities
- Cover songs and background music licenses on copyrighted music
- Live events and merchandise
However, there is some controversy involving the YouTube Network.
Machinima has been criticized for the use of enduring contracts. Ben Vacas, known by the YouTube community as 'Braindeadly', attracted media attention in January 2013 on contractual issues with Machinima. Under the terms of his contract, Machinima was allowed to place ads on Vacas videos and in return he would receive a percentage of the profits generated. However, the contract also reveals that the contract is "in duration"; which means Machinima will hold the rights to any content made by Vacas published on her partner's YouTube channel in a lifetime, a detail of Vacas failed to read.
Machinima was criticized in early 2013 by the high-profile Athene YouTuber to "intimidate... some partners" to sign a contract that would significantly lower their CPM. Athene calls it "one of the worst deals on the internet" and advises its customers not to "sign with Machinima" stating that they can get better arrangements with other networks.
Purchase
Some MCNs have been bought by large companies. In early 2014, Maker Studios was sold to Disney for $ 500 million, and Big Frame was sold to DreamWorks Animation via AwesomenessTV for $ 15 million. In June 2013, RTL Group invested $ 36 million in BroadbandTV Corp.
See also
- List of multi-channel networks
- Cost per impression
References
Source of the article : Wikipedia
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