I really don’t think the people running the big media companies have been paying attention.
Today NBC and News Corp, owners of Fox TV and other content producers, announced a joint project to distribute their video on the web that is “aimed squarely at Google Inc.’s popular video site, YouTube”.
“This is a game-changer for Internet video,” said News Corp. President Peter Chernin. “We’ll have access to just about the entire U.S. Internet audience at launch. And for the first time, consumers will get what they want — professionally produced video delivered on the sites where they live.”
They really haven’t learned a thing from YouTube.
“Consumers” aren’t going there to watch the kinds of long form, “professionally produced” programs NBC and friends have been broadcasting for 50+ years.
YouTube visitors are looking for interesting, funny, provocative, strange, different little clips that can be viewed on any screen available at the time.
They don’t care if the material is from an NBC program or the camcorder of someone half way around the world. In fact some of the later is more popular than what the networks are carrying.
More than that, however, we want to take those little bits and send them to our friends, embed them in a blog, mash them together with other little pieces to create something new.
I wonder if anyone at those big media executives read Wired Magazine, which itself is something of a bridge between old media (print) and the new.
The cover article this month has a wonderful collection of short articles about how the world is moving to Bite-Size Entertainment.
The kind of materials people can use in ways that these executives can’t (or won’t) imagine.