YouTube is moving beyond an amateur programming venue into the realm of being a professional content provider, which means the end of the site as a truly democratic shared space for images on the web. What made YouTube so interesting was all of the amateur material uploaded by users, and the sheer size and depth of it. Now, YouTube no longer wants you to “Broadcast Yourself.” They want to become a conventional broadcast network, on the web, with roughly 100 commercial channels, featuring established “stars.” This is not a good idea.
As Amir Efrati and Lauren A.E. Schuker describe in the Wall Street Journal:
“Google Inc. on Friday announced the creation of around 100 online video “channels” on its YouTube website that will have new original programming involving celebrities such as such as singer Madonna, rapper Jay-Z, actor Ashton Kutcher and former NBA star Shaquille O’Neal.
The venture, in partnership with dozens of media companies, Hollywood production companies, and online-video creators, will generate about 25 hours of new, original programming a day on YouTube. The majority of the roughly 100 channels will launch next year [. . .]
Also involved in the venture are wellness guru Deepak Chopra, skateboarding legend Tony Hawk, Rainn Wilson of “The Office,” who will be featured in a comedy channel, and a Hispanic channel featuring Sofia Vergara of “Modern Family.” The celebrities will partner with various production companies to produce the content [ . . .]
Google is hoping to turn YouTube into a next-generation video provider that oversees free online channels with professional-grade shows. YouTube is expected to give some content creators 55% of the resulting ad revenue after YouTube recoups the cash advances it paid them, some of the people said. In Hollywood, such a split is considered to be generous.
YouTube is paying more than $100 million in advances to content partners, people familiar with the matter have said.”
Adds Sharon Waxman of The Wrap,
“Lionsgate is the only movie and television studio among nearly 100 content partners. CSI creator Antony Zuiker will be creating content for Black Box TV on one channel; Sofia Vergara is involved in an Hispanic pop culture channel.
In touting its plans, the site posted notice that it would be offering channels created “by well-known personalities and content producers as well as some of the most innovative up-and-coming media companies and some of YouTube’ own existing partners.”
The initiative is intended to be a challenge to cable television, and is part of Google’s strategy of becoming a next-generation television provider. YouTube has been the number one global site for video, but until now has failed to find a viable monetization strategy with user-generated content [. . .]
Among the dozens of channels debuting are:
*Awesomeness, from Brian Robbins, the producer of “Smallville.”
*Car and Driver Television
*”Life and Times,” from the rap star Jay-Z
*A pop culture channel from producer Ben Silverman featuring Nicole Richie and Justin Long
*”Smart Girls at the Party” with Amy Poehler, Meredith Walker and Amy Miles
*”Thrash Lab” from Ashton Kutcher
*Madonna was reportedly planning to launch a dance channel
You can see the splash page for the channels here.
The new channels provide the long-missing monetization piece for YouTube, providing content against which the Google-owned site can sell advertising.”
Sounds like the same old stuff you get on TV to me. I don’t want to see any of this content, myself; it’s more boring celebrity junk. But don’t worry; if YouTube turns into CelebTube, something else will come along to take its place. It’s the same thing with Facebook; everyone thinks it’s here to stay, and unassailable.
I say it’s only as permanent as user demand, which can be very fickle indeed. The moment that YouTube becomes something other than what it set out do in its original mission statement — “broadcast yourself” — is the moment people will start fleeing, as with Netflix, to a more responsive, and open, platform.
