Online video technology company vMix Media has created a channel for NBC content that will promote top shows via clips, and also allow NBC to protect its copyrighted content.

vMix offers tools to media companies to that allows the companies to offer video content that encourages feedback and comments from users, Reuters reports.

The branded-channel deal with vMix comes after NBC inked a content deal with YouTube but hasn't been able to agree to terms on a wider distribution deal with the video-sharing site.

Content deals with companies such as vMix give media companies more control of how their copyrighted material is distributed; some companies view the option as a favorable alternative to YouTube.