Traditional Broadcast Networks are Dead; YouTube Has Enabled a New Paradigm
Jeremy Gutsche — January 12, 2007 — Pop Culture
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Spiders on Drugs is my example for the day. The trend is that YouTube is breaking down the media broadcasting model that has lasted nearly half a century.
In the early part of our decade, internet usage by teenagers surpassed television viewership. At that time, I started contemplating the disruption of the traditional media model. This was long before a medium existed. But now, with Google Video, the age has come where one can spend all day watching amateur-produced content on a computer. In other words, the media distribution model has shifted from 1:Many to Many:Many. Our content is no longer determined by a small number of powerful networks.
Between LonelyGirl and Lasse Gjerststen, it is clear that YouTube culture has evolved. The community is attracting a higher level of amateur producers who take their videos very seriously. In this film, Spiders on Drugs, you'll find yourself entertained and impressed by the new digital age.
On this same point, I find it entertaining that regulators didn't want to stop the acquisition of YouTube by Google. Some people thought the $1.6 billion acquisition price was a little hefty, but when you consider that Google was buying the future monopoly of video broadcasting, the price doesn't seem so high.
In the early part of our decade, internet usage by teenagers surpassed television viewership. At that time, I started contemplating the disruption of the traditional media model. This was long before a medium existed. But now, with Google Video, the age has come where one can spend all day watching amateur-produced content on a computer. In other words, the media distribution model has shifted from 1:Many to Many:Many. Our content is no longer determined by a small number of powerful networks.
Between LonelyGirl and Lasse Gjerststen, it is clear that YouTube culture has evolved. The community is attracting a higher level of amateur producers who take their videos very seriously. In this film, Spiders on Drugs, you'll find yourself entertained and impressed by the new digital age.
On this same point, I find it entertaining that regulators didn't want to stop the acquisition of YouTube by Google. Some people thought the $1.6 billion acquisition price was a little hefty, but when you consider that Google was buying the future monopoly of video broadcasting, the price doesn't seem so high.
Trend Themes
1. Shift to Many:many Media Distribution Model - The disruption of traditional media model is creating opportunities for amateur-produced content creators to thrive alongside professionals.
2. Rise of Youtube Culture - The democratization of media production through YouTube is encouraging a higher level of amateur producers.
3. Changing Viewing Habits - A shift from TV to online platforms is driving the adoption of new media distribution models.
Industry Implications
1. Broadcasting and Media - As traditional broadcast networks die out, new opportunities for online media production and distribution arise.
2. Marketing and Advertising - Marketers are finding creative ways to reach audiences through branded content on YouTube and other online platforms.
3. Technology - Technology advances are empowering the democratization of media production and distribution, creating opportunities for entrepreneurs to develop new technologies that can drive this trend.
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