STV The licencee for Scottish Channel 3 will be joining forces with Channel 4 and Five to join Youtube as the next major UK broadcaster to syndicate full shows on the Youtube Platform.

Although it shows a lot of live ITV content on its TV channel in Scotland, the network does not have the VOD rights to show all the same material, so don’t expect ITV shows like Coronation Street and Emmerdale to show on YouTube…

ITV is still holding out on aggregators like YouTube, preferring to try pulling audiences to its own ITV.com.

STV already had web-based catch-up, dubbed STV Player, on its own site in a Brightcove player, serving 800,000 streams a month, and has been getting in on mobile.

The YouTube deal is to include 2,500 hours of STV-produced shows, including archive and new with the additionof bought-in shows, and will cover international distribution, and will be available via an STV Player branded channel on YouTube.

YouTube started leading the growing UK TV VOD rights race late in 2009 when it signed C4 and Five deals, under which the video site gives the broadcasters upfront content fees plus some rights to sell their own ads on their material.

It also has rights for a range of other TV–like material, but recently pulled this stuff off its TV Shows homepage, leaving only C4 and Five.

ITV will continue to be elusive as long as ITV still thinks that it can make more money from selling ads on its own service, and the BBC is tightening up on who it allows its syndicated iPlayer content to.

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