The brands have backed one of YouTube's biggest rivals in its UK launch, by signing up to major sponsorship packages across the site.
Metacafe has signed a licensing agreement with ITN, will host content from CBS and Fox Sports, and it is also working on an agreement with Five, said Tim Rottach, the former Joost content acquisition and strategy director, who will head up the operation in the UK.
Metacafe was set up in 2003 with a similar model to YouTube, but content is moderated by volunteer reviewers, resulting in only 10 per cent of user-generated content appearing on the site. The US site was redesigned earlier this year to focus on content ‘hubs', including sport, entertainment and movie trailers.
Erick Hachenburg, Metacafe chief executive said the company is not looking for additional funding but is considering the possibility of taking on a permanent sponsor to help monetise content. If the UK model is successful, Metacafe will look at continuing internatonal expansion beyond the UK, into other markets.
According to comScore, the site attracted 1.9 million unique visitors in the UK in 2008, representing 6.5 per cent of the market for online video sites. In the same period YouTube garnered 23.5 million unique viewers, taking 79.5 per cent of the audience.
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