April 12, 2008

Bob Garfield Editor from Advertising Age wrote a worth reading article for the WIRED Magazine on YouTube and it`s future .

Here some of the most interesting parts:

It’s said that if you put a million monkeys at a million typewriters, eventually you will get the works of William Shakespeare. When you put together a million humans, a million camcorders, and a million computers, what you get is YouTube.


Until about five minutes ago, remember, almost all video-entertainment content was produced and distributed by Hollywood. Period. That time is over. There was a time when advertisers could count on mass audiences for what Hollywood thought we should be watching on TV. That time is all but over. There was a time when broadband penetration was too slight and bandwidth costs too prohibitive for video to be watched online. That time is sooooo over. (…)

Delirious or not, it’s a fact that‘s Jeff Jarvis believes has changed the meaning of TV. “Just as our kids don’t understand the difference between broadcast and cable,” he says, “the line between TV and Internet TV is about to disappear.”


Without being overly simplistic or melodramatic, the state of the Old Commercial Broadcasting Model can be summarized like this: a spiraling vortex of ruin. Fragmentation has decimated audiences, viewers who do watch are skipping commercials, advertisers are therefore fleeing, the revenue for underwriting new content is therefore flatlining, program quality is therefore suffering (Dancing With the Stars. QED), which will lead to ever more viewer defection, which will lead to ever more advertiser defection, and so on.


“They’ve got the audience,” says John Montgomery, CEO of MindShare Interaction, a digital media arm of the WPP Group communications conglomerate. “In order now to monetize what they’ve got, they need to figure out a revenue model. But it’s a very, very hard thing to do around user-generated media.”

First, there’s the basic question of where, exactly, to put the ads. (…)

The second big issue is the nightmare of protecting intellectual property. (…) Nobody wants to invest only to see the fledgling industry paralyzed with litigation, regulation, or legislation. And it is not an idle fear.


Will advertisers risk associating themselves with violence, pornography, hate speech, or God knows what lurks out there one click away? “Advertisers and brands are enormously risk averse,”’s Rosenbaum says. “The question now is how the raw and risky is made safe and comfortable. It’s not a little question. It’s a big question.”


“The only barrier to creating a YouTube competitor is that so many people are already on YouTube,” Denuo’s Tobaccowala says. “What it has going for it is its sheer size. In a fragmented world, there is a need for community and a need for massness.”


“We think people want an entertainment destination,” Hurley says, (…) “Everyone else wants to see what everyone else is seeing and enjoying.”


“It goes back to something primal,” says Henry Jenkins, (…) “There’s still a desire to have a shared cultural context. We hunger for things we can discuss.”

Well personally I think there is much more potential for YouTube than just the user generated “Monkey Business”. When YouTube is able to change to a better video format quality (Divx or other) and the video content copyright holder change their point of view… YouTube is by far the biggest brand in the market… and they should have the best adsales tools in the market…


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