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NBC, the General Electric-owned US media group, has formed a strategic partnership with YouTube, the fast- growing US video and social networking company.

Under the terms of the agreement NBC will create an official NBC Channel on YouTube that will preview forthcoming NBC shows and show exclusive video clips promoting shows such as NBC’s The Office.

YouTube, which has pioneered the rapidly expanding market for short online video clips and viral video since it was set up in February last year, will promote NBC’s videos throughout its site.

The deal marks the first significant agreement between an established media company and YouTube, which says that visitors watch 70m video clips and upload 60,000 new video clips daily.

“The YouTube and NBC partnership symbolises what can happen when traditional media companies and new media companies find common ground,” said John Miller, NBC Universal Television’s chief marketing officer.

In addition to promoting its forthcoming schedule, NBC will upload several video presentations and so-called “longform promos” per week to the NBC Channel on YouTube from primetime and late-night programmes such as Saturday Night Live, The Office and The Tonight Show with Jay Leno.

The agreement includes an integrated, cross-promotional advertising relationship on the YouTube service and significant on-air promotion provided by NBC.

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