NCAA Partnering With T3 Media To Create New "OnDemand" YouTube Channel

The NCAA, with the aid of official partner and licensee T3 Media Inc., has created a new YouTube channel entitled "NCAA OnDemand," aimed at promoting the upcoming men's basketball tournament. The channel, tied into the 75th anniversary of the tournament, also features fan voting for the best teams, players and moments in tournament history. Winners of the polling will be announced during the Final Four. Advertising on the channel is minimal, as it is designed more as a tune-in and promotional device. The platform is likely to be replicated for the NCAA's less-widely-followed championships. "We don't see this as a one-time effort at all," said NCAA Managing Dir of Marketing & Broadcast Alliances Keith Martin. "We think this is a beginning of a sustainable format to help promote our upcoming championships." T3 Media, formerly Thought Equity Motion, has partnered with the NCAA since '05 and worked with the organization on digitizing and distributing its archival assets through prior efforts such as the NCAA Vault.