Trend Spotter — January 12, 2007 — Pop Culture
References: adage
Rumour has it that CBS and Google are close to making a deal on YouTube. If the deal works out, you'll be able to watch CBS television shows on YouTube! Advertising Age reports, "Such a deal, according to people familiar with negotiations, includes everything from licensing content to Google Video to giving up radio inventory to Google's fledgling audio advertising service. But local TV ad inventory is the most interesting asset on the table -- and the first strong signal of how the search giant may make headway in getting into the $60 billion U.S. TV advertising business."
Trend Themes
1. Streaming TV Partnerships - The potential partnership between CBS and YouTube opens up opportunities for other television networks and streaming platforms to collaborate.
2. Content Licensing on Online Platforms - The deal between CBS and Google Video highlights the increasing trend of traditional media companies licensing their content to online platforms for wider distribution and reach.
3. Convergence of TV and Digital Advertising - The inclusion of radio inventory and local TV ad inventory in the CBS-Google deal demonstrates the convergence of traditional TV advertising and digital advertising, creating opportunities for innovative advertising solutions.
Industry Implications
1. Television Broadcasting - Television broadcasting companies need to explore new distribution models and partnerships to remain competitive in the digital age.
2. Online Streaming Platforms - Online streaming platforms must actively seek content licensing deals with traditional media networks to offer a wide range of programming and attract a larger audience.
3. Advertising and Marketing - The integration of traditional and digital advertising platforms calls for advertising and marketing agencies to develop innovative cross-channel campaigns that maximize reach and engagement.
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