MTV's programming chief leaves plum post for YouTube
DetailsMichelle Clancy | 24 July 2015
In what must be seen as a sign of the times, YouTube has wooed a top TV exec to head up its original content initiatives.
Susanne Daniels will leave her role as MTV's head of programming to join the streamer, reporting directly to YouTube content head Robert Kyncl and will oversee Alex Carloss' original programming team.
"Susanne is an executive whose incredible instincts have led her to consistently generate pop culture hits that audiences relate to and root for," said Kyncl. "Susanne's deep expertise in programming will be invaluable to us and our top creators and help them foster even more ambitious projects for YouTube."
Daniels joined MTV in 2012, and since then she has developed hits like Finding Carter and Scream. The shift to join the over-the-top (OTT) world indicates, perhaps, the waning relevance of the traditional TV ecosystem for millennials.
Looking to take advantage of online video consumption trends among the younger set, this past April YouTube announced partnerships with youth specialist AwesomenessTV and four top creators to help bring original series to the platform: Fine Bros, Prank vs. Prank, Joey Graceffa and Smosh.
The new collaboration between YouTube and AwesomenessTV will see the development of several feature length films over the next two years, all driven by YouTube stars and developed and produced by AwesomenessTV's Brian Robbins. The films will premiere globally on YouTube before they become available elsewhere, setting what YouTube says is "a new distribution paradigm for years to come."
The first film is set to debut this autumn.