University of California to Launch YouTube’s First University-Run Original Channel

On March 1, University of California Television (UCTV) will launch a new YouTube original channel, UCTV Prime, the first university-run channel to be included among YouTube’s new production partnerships with recognizable brands like The Wall Street Journal, Madonna and TED. Each week, UCTV Prime will debut 15 minutes of fresh content from throughout the University of California at www.youtube.com/uctvprime and www.uctv.tv/prime.

UCTV Prime’s programming will draw on the tremendous knowledge resources available on the ten University of California campuses, five medical schools, three national labs and other affiliated institutions. Like the UC system itself, UCTV Prime will be a lively place to find new ideas, spark the imagination and discover diverse voices on just about every subject. With documentary mini-series, interviews, commentaries and video shorts each week, UCTV Prime aims to bring to light the innovations, trends, issues and personalities that shape our world.

YouTube users can subscribe to UCTV Prime to keep up on the latest programs and browse related playlists populated by content from UCTV’s robust YouTube channel and other UC YouTube channels. The UCTV Prime website will complement the channel with direct viewer engagement through related blog posts, viewer polls and other interactive features.

The UCTV Prime channel will be anchored by a collection of in-depth, 10-minute documentary mini-series. The channel’s March 1 debut will feature the first installment of “Naked Art,” a four-part mini-series exploring UC’s preeminent public art collections.

Then, on April 6, UCTV Prime will debut a three-part series examining the obesity epidemic and how UC San Francisco researchers like Dr. Robert Lustig, whose 2009 UCTV video, “Sugar: The Bitter Truth,” has become a YouTube hit with over two million views, are working to combat it.

The channel will also feature “UCTV Prime: Vote,” a recurring, 5-minute segment offering election analysis and commentary by UC faculty and experts, and “UCTV Prime: Cuts,” another 5-minute recurring series reporting on research developments, entertaining events and interesting personalities on the campuses and beyond. “UCTV Prime: Cuts” premieres March 6 with a look at innovative canine cancer research and treatment taking place at UC Davis School of Veterinary Medicine, and how it translates into cancer care for humans. “UCTV Prime: Vote” kicks off March 13 with UC San Diego’s Peter Gourevitch on who’s driving the debate between austerity and spending, UC Merced’s Jessica Trounstine on factors that decrease incumbents’ responsiveness to voters, and UC Davis’ Giovanni Peri on the economic impact of immigration.

UCTV Prime is one of around one hundred original channels on the YouTube platform created specifically for today’s connected viewers around the world. The new advertising-supported channels feature well-known personalities and content producers from TV, film, music, news, and sports, as well as some of the most innovative new media companies in the world and some of YouTube’s own existing partners, including UCTV, which operates one of YouTube’s most popular education channels, with 50,000 subscribers and over 4,800 videos.

“With technology and viewer habits changing so fast, the whole nature of ‘television’ is evolving,” said Lynn Burnstan, UCTV’s director. “We’re thrilled and honored to take part in YouTube’s ambitious effort to shape the future of the medium. Since UCTV’s beginning twelve years ago, we have continually developed new and innovative uses of television and, today, the future is more exciting than ever.”

Based on the UC San Diego campus, UCTV presents educational and enrichment programming from the campuses, national laboratories, and affiliated institutions of the University of California. UCTV delivers science, health and medicine, public affairs, humanities and the arts to a general audience, as well as specialized programming for health care professionals, teachers and researchers. UCTV is available worldwide via live stream, video archives and podcasting, on YouTube at www.youtube.com/uctv and www.youtube.com/uctvprime, on iTunesU in the Beyond Campus section, and on cable in select cities throughout California. For a complete list of UCTV’s outlets, visit www.uctv.tv/wheretowatch.

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