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Old January 15 2012, 02:15 AM   #16
Jetfire
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Re: YouTube to launch professionally produced channels

I was just thinking about this today...I'd like to see YT channels succeed...I mean broadcast TV sucks and I can't see paying for cable when one can find stuff online for free.


Temis the Vorta wrote: View Post
If they produce shows for YouTube, they need to line up advertising to fund those shows, which means that they need to line up advertisers in each territory. So it stands to reason that in territories where they haven't lined up advertisers, the video would be blocked.
Like you said before it needs to work like AdSense...then nothing would need to be blocked.
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Old January 15 2012, 04:31 AM   #17
Temis the Vorta
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Re: YouTube to launch professionally produced channels

They're getting more attention, the current issue of The New Yorker has an article on this topic.

Basically, it looks like YouTube's pro channels are going to slot in between premium cable content - pricey content for niche audiences that advertisers want - and YouTube's standard un-premium content - free (to YouTube) content for niche audiences that advertisers don't want or know what to do with.

So that gives YouTube a way to attract advertisers, but at the expense of simply imitating the TV business, and that's a business that has plenty of ills. Does YouTube really want to reinvent a wheel that's covered with patches and almost flat?

I guess it makes sense that someone should fill in the vast space between Boardwalk Empire and Annoying Orange, but I certainly hope that isn't the end of YouTube's ambitions. It's something they should do, since they can do it, and there's some money to be made, but the real future of their business lies elsewhere.

The problem with their pro content is that it ignores the biggest strengths YouTube has: 1) being able to get free content from their users (making money of the unpaid efforts of others, pretty sweet); 2) having the ability to feed virtually unlimited content* to every user; and 3) the fact that they are on an interactive medium.

*Meaning, YouTube can give any individual person more content that they find personally interesting than they can ever hope to consume in one lifetime - that's in effect, unlimited content.

The pro content will be cheap to YouTube but not free. Going to pro's means that you drastically limit the number of people producing the content, so that firehose stream is being ratcheted down to a garden hose. But the worst thing is that as far as I can tell, the content will be the old non-interactive TV model, just pushed to viewers.

The pro content could just as easily be made for a channel on regular cable TV - why does it need to be on the internet? It's not taking advantage of what the internet can do.

YouTube needs to start thinking of its whole site as its business, including the users and their comments and ratings. They have integrated channels into their business, but the comments section is still embarrassing across the board and inhibits community.

If YouTube could lock in a true community of millions of users - people who have elements of their online habits and identity invested in the site - that's the best possible guarantee against competitors. Another company could imitate YouTube's structure, but it's hard to build a community, especially if there's a big, jazzy, attractive one they're already invested in.

In addition to keeping community at the forefront of their mind when they think about their business, they need to focus on interactivity. That goes hand in hand with community, since giving people stuff to do beyond passive viewing is what will lock in that community.

They should think of videos as just the start to what their business will grow into, and think in terms of contests and games. For instance, they could put up challenges in various niche categories, such as what we see here on a regular basis, people making their own sci fi shows.

That would tap into something they're in danger of forgetting, that their business runs on economics of abundance, as opposed to the economics of scarcity that Hollywood runs on (there's some discussion of that in the article).

But by going to just Hollywood professionals for content, they're right back to the economics of scarcity - they are tapping into a much smaller talent pool than they could. For every pro video maker in Hollywood, how many dozens or hundreds or thousands have the same talent but just don't happen to know the right people? There's your economics of abundance, right under your nose!

I've read comments sections about the YouTube announcement that boil down to the same thing: what a load of crap. I don't want to watch any of that. That may not be as bad a sign as it appears, since it's the nature of narrowcasting to appeal to only a small number of people, so any given person should look at that list and find most of it is not for them. But looking at the list, I can't help but think there are a lot of narrow niches that are simply not present at all, and way too much celebrity and comedy stuff that TV and YouTube already has covered.
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Old January 15 2012, 04:38 AM   #18
Temis the Vorta
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Re: YouTube to launch professionally produced channels

...and since that post is ridiculously long (I tried to be as brief as possible, honest! ) I'll make a different point in a different post, namely...

This is really all about advertisers. TV was invented as a way to corral audiences for advertisers. YouTube is having trouble convincing advertisers that their audiences are worth reaching because their content is embarrassing and the idiotic comments sections probably aren't helping.

Since YouTube has already corralled an audience, the real job is to sort the audience into groups that are useful to advertisers, and the content is used to do that. But are comedy and celebrity shows really the best way to do that? Why aren't the advertisers just stepping in, as in the early days of TV, and shepherding their own shows through the process, that are designed to attract the audience they want?

Probably because advertisers are just as behind the times as Hollywood and can't be bothered to think about YouTube and the opportunities it offers. It just looks like a bunch of stupid kids and their cat videos. The real revolution doesn't need to be in TV or YouTube video, it needs to be in advertising. Internet advertising is shameful - crappy banners everyone hates and stupid videos that are just brought over from TV and not at all adapted to the medium.

One of these days, advertisers will start to get smart. Maybe they need to organize into associations, so that the smaller companies that don't have budget for national TV campaigns, can pool their resources into a YouTube focused campaign. For instance, there have to be horse videos on YouTube, right? And there's a whole industry of companies that make stuff for horses and horse enthusiasts.

Why aren't those advertisers being matched with content, with the types of content that the advertisers like, encouraged through contests aimed at getting the current users to make better quality videos? Ten thousand small businesses for the horse industry can't afford to buy national TV advertising, but they would have a hefty budget by YouTube standards. They could be subdivided regionally for businesses where location counts (stables, large gear, etc) and not for internet-based businesses.

And that's just one specialized industry. Think of all the other ones that exist, all across the country. Every one of them is a massive opportunity.

Crap, this is getting long again, sorry...
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Old January 15 2012, 04:46 AM   #19
Jetfire
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Re: YouTube to launch professionally produced channels

Thinking about that Misc topic..."What would you do with $100 million?" I think producing content for my own pro YT channel would be cool. I'd need a niche though???

Anyway...I guess the old way is the best way until someone can find a lucrative alternative...ad money pays the bills...but it isn't friendly to shows with a smaller audience.

[edit] http://tvbythenumbers.zap2it.com/cat...-show-ratings/

Broadcast
1 NBC NFL PLAYOFF GAME 2(S) S NBC 11.3 14439
2 NBC NFL PLAYOFF PRE-KICK2(S) S NBC 9.0 11445
3 Modern Family ABC 5.7 7268
4 60 Minutes CBS 4.8 6096
5 GREY'S ANATOMY ABC 4.5 5789
6 Two and a Half Men CBS 4.5 5749
7 2 Broke Girls CBS 4.4 5613
8 NCIS CBS 4.1 5266
9 How I Met Your Mother CBS 3.9 4999
10 MIKE & Molly CBS 3.8 4873
http://tvbythenumbers.zap2it.com/cat...-show-ratings/
Cable
1 WISCONSIN/OREGON ESPN Mon 05:07P-08:42P 17,558
2 STANFORD/OKLAHOMA STATE ESPN Mon 08:47P-12:28A 13,684
3 FIESTA BOWL SUST L ESPN Mon 12:28A-12:36A 10,111
4 Wizards of Waverly Place DSNY Fri 08:00P-09:00P 9,755
5 MICHIGAN/VIRGINIA TECH ESPN Tue 08:25P-12:03A 9,572
6 Jersey Shore SSN 5 MTV Thu 10:00P-11:04P 7,583
7 JESSIE DSNY Fri 09:00P-09:30P 7,317
8 WEST VIRGINIA/CLEMSON ESPN Wed 08:30P-12:08A 7,174
9 Pawn Stars HIST Mon 10:00P-10:30P 6,548
10 Pawn Stars HIST Mon 10:30P-11:00P 6,473
Looking at the top 10 there for the week of the 9th & 10th...looking at the top 25 for both will tell you the content(shows) that are making the big $$$ for networks...which I am sure YT will want similar results. [add] Which is make lots of $$$. You can count the small guy out of YT.

Last edited by Jetfire; January 15 2012 at 05:18 AM.
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Old January 15 2012, 09:22 PM   #20
Temis the Vorta
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Re: YouTube to launch professionally produced channels

You don't need $100 million, you can produce your own YT channel right now.

The thing about YT is that it draws on the collective creativity of a huge mass of people and offers a way to sort through that mass of stuff to find exactly what the individual wants.

YT could stand to improve their sorting mechanisms; right now, I mainly find stuff by word of mouth, which is far too clumsy. I should be able to discover stuff I like within YT itself, yet I'm continually frustrated in my attempts to do that. (Can someone tell me how I can inform YT once and for all that I will never be interested in Justin Beiber or Lady Gaga?)

To short-circuit YT's development process and pay people to develop content is just recreating what traditional TV already does, only cheaper and crappier. Yeah, there's probably a market for that, but it's regressing, not moving forward.

It's not really solving the core problem of how to turn YT's system into a profit-making machine. YT needs to find a way to link paying advertisers to user-generated content. They're just evading the issue with pro content.

Possibly, the pro content initiative is tactical - a way of establishing relationships with premium advertisers and giving YT some credibility. But I don't think premium advertisers (the national brands - Ford, Geico, Burger King, et al) are their natural customer.

Instead, they should follow the lead of their parent company. AdSense works by tapping into the huge network of smaller advertisers who will never have a budget like Ford to do TV advertising with.

AdSense gives them a way of associating their companies with search. Now YT can potentially do the same with information, entertainment, and a like-minded community of people. (Note how I didn't say "video" - there's no reason YT needs to stop with video content or define themselves in such limited terms. Why couldn't they compete with Zynga in online social gaming, for instance?)

So if you want to make $$$ off YT's business, figure out a way to solve the problem that YT is dancing around. Who are the networks of smaller advertisers all over the country (or the world in some cases) that could be corralled into a system that can efficiently pair them with content that attracts the audience they want?

It's really about building up fan communities on YT that are associated with paying advertisers. The way Chuck fandom latched onto Subway is a good example - the product placement became ever more crass, and that was actually part of the joke. It didn't cause a backlash on Subway. Instead, they just seemed cooler by being in on the joke.

But Subway is one of those big national advertisers, and traditional TV is already shaped to serve their interest. YT would be foolish to compete with a mature business. The way to extend this to YT is to figure out how some little mom & pop deli can get the same benefit that Subway did.

There are thousands all cross the country, and individually they can't afford TV advertising. Let's assume that they're at least as savvy as an AdSense advertiser - they understand the internet and they how to use a computer. Maybe they already are AdSense advertisers, that would simplify contacting them. How can they be efficiently paired up with content generators in a way that bolsters their brand and business, and creates a community online?
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Old January 16 2012, 12:30 AM   #21
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Re: YouTube to launch professionally produced channels

I don't have a problem with product placement...it is better to see a character drink a Pepsi instead of a "cola"...but when plots and stuff are centered on a product...Stride Gum anyone? It is ridiculous.

I'd like to see a internet channel that provides original content, quality content and succeeds. Other than the stuff that violates copy writes...most of the stuff on YT is garbage.
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Old January 16 2012, 09:08 PM   #22
Temis the Vorta
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Re: YouTube to launch professionally produced channels

The thing about YT is, it shouldn't matter that "most of their stuff is garbage." No individual person can hope to consume more than a tiny percentage of the total. All that really matters is that there's enough stuff in that mess to satisfy any given person, and that there's an easy, quick, accurate way to find it.

I can't tell whether YT has done the former, because they haven't done the latter. There may be all sorts of great stuff for me in that mess, but if I can't find it, it may as well not exist.
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Old January 16 2012, 09:10 PM   #23
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Re: YouTube to launch professionally produced channels

Good... I think it's about time TV channels noted how many people are ignoring them now due to the internet...

TV is full of absolute s#! te nowdays, with companies broadcasting the cheapest and most lackluster plot s#!te ever just to try and get the publics attention... who cares about good storyline, actual plot continuity or characters you actually like?

Seems TV nowdays is all about celebrities (and i use the term in the loosest possible sense here), kareoke competitions and who can make themselves look like the biggest idiot on TV... no surprise more people are turning to the internet than ever before...

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Old January 17 2012, 01:34 AM   #24
Temis the Vorta
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Re: YouTube to launch professionally produced channels

AdAge has an enlightening article on the topic. What jumped out at me:

-Video uploaders/channel owners are expected to do the work of managing their own communities. That makes sense - YT doesn't have the resources to babysit that squalling horde. Let's hope the pro producers understand that they're not just producing video, they're also inheriting a mass of foul-mouthed kiddies of all ages.

-Just as I suspected, YouTube doesn't really expect pro content to take over. It's just a way of establishing relationships with big advertisers by offering them something familiar. Maybe the pro content will just turn out to be a blip, but by then the YT ad sales people will have the right cards in their rolodexes, so who cares?

In an ideal universe, YT would love to get Ford to advertise on cat videos (and who's to say that wouldn't work just as well as advertising on sitcoms and cop shows?) Cat videos are free for YT, and pro content costs them money.

Methos wrote: View Post
TV is full of absolute s#! te nowdays, with companies broadcasting the cheapest and most lackluster plot s#!te ever just to try and get the publics attention... who cares about good storyline, actual plot continuity or characters you actually like?
Don't get your hopes up. YT's list of pro channels is heavily reality-TV, celebrity/lifestyle and comedy. Not much scripted drama (maybe not any, it's hard to tell).
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