The world's most famous character named Kimmel, over on YouTube 1.3 billion the most watched US TV star Jimmy Kimmel, is a good example of how to offer content both on the TV screen and on YouTube.

His most famous, running on TV screens for 11 years late-night talk show “Jimmy Kimmel Live!” has a YouTube channel with over 4.5 million subscribers (for comparison - less than 3 million watch the show simultaneously on TV).

In the era of cross-media, it is not important how much content is watched from one or the other screen, but whether it is possible to increase viewership numbers (and thus advertising funds) by using multiple platforms. Jimmy Kimmel is one of the few who has been successful on both YouTube and TV.

3 lessons from Kimmel

1) The TV show calls from the YouTube channel to see more, even more so - from time to time also into it to produce content (a'la tell the child that you ate his Halloween candy and send a video of it. Over 48m viewing).

2) There are clear invitations to join the channel on YouTube, and there is a separate production for this purpose channel trailer as an outro solution for videos. Let me repeat to Estonian TV producers who are thinking about using YouTube - YouTube is made for that separate content considering the technical capabilities of the platform (subscribe, add to favorites). 

3) There are videos optimized, added links and used humor (Now in its eleventh season, Kimmel's guests have included: Johnny Depp, Meryl Streep, Tom Cruise, … Oprah, and unfortunately Matt Damon) and the opportunity to move from one to another by using different platforms.

Jimmy Kimmel vs. Matt Damon

When looking into Kimmel's background, you can't miss Matt Damon, who Kimmel joked about in his first seasons "Our apologies to Matt Damon, we ran out of time.” Then came a show in which Matt Damon got to speak at the end of the show, but again - we ran out of time… and then the producers of Kimmel vs. Damon “started the saw” – Matt took over Jimmy's show, he ex-girlfriend, Handsome Men's Club etc. Kimmel responded with a series of “F*@#hing Ben Affleck“.

Proper Hollywoody humor with A-list stars, which, thanks to YouTube, reached many times more than it was watched on TV.

Famous cheat videos

Kimmel has also gained a lot of attention for producing prank videos, the two most famous of which are:

1) Uploaded via the Twitter and YouTube accounts of Team USA member Kate Hansen at the Sotsi Olympics video of a wolf walking in a hotel corridor, which also reached the Estonian media.

2) Failed twerking video, which was authored by a stuntman and in which Jimmy "saved the day".

Cheat videos show that the content of the TV show is for production content first created on other platforms and then taking the attention received.

Summary

Late night talk show the format is probably not very popular in Estonia, while lessons on how to use YouTube and other platforms in TV shows can also be learned from other US shows.

To me “Jimmy Kimmel Live!” don't really sympathize because the humor is sometimes too simple and vulgar to appeal to the masses. Finally, as a bonus, you better watch the "Last Week Tonight with John Oliver" show, in which he talks about the neutrality of the Internet and gives an example of Estonia: "Estonia - a country where, from the looks of it, they still worry about Shreck attacks“