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Summary:

[qi:032] It is becoming increasingly obvious: Big media companies (content owners) are lining up against YouTube & Google (GOOG), and are coming up with their own strategies for online video. Today, NBC (GE) confirmed to NewTeeVee that it pulled its content off YouTube in a shift […]

[qi:032] It is becoming increasingly obvious: Big media companies (content owners) are lining up against YouTube & Google (GOOG), and are coming up with their own strategies for online video. Today, NBC (GE) confirmed to NewTeeVee that it pulled its content off YouTube in a shift towards its own service, a joint venture with News Corp. (NWS) called Hulu.

Last week, after Google launched a new way to identify and prevent copyright infringement, a newly formed coalition said it had come up with its own anti-piracy proposals. There is a clearly fear of Google on the part of large content companies, while at the same time, a desire to build their own online video properties.

It is no surprise that NBC, Viacom (VIA) and others are taking this inward-looking approach. For decades they have married their content to their distribution channels via traditional cable and satellite television. Their approach is merely an extension of that paradigm — though one I don’t necessarily agree with.

It is my belief that these companies are in the business of content, not distribution. Offering their content on their own properties may give them a lift in terms of page views, but at the same time they also run the risk of losing the audience that simply seeks out such content on sites such as YouTube. (I am not even going to touch the fact that this will be yet another place where we will go looking for videos.)

My opinions aside, what do you think? Take our poll, or leave your comments.

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  1. greencapitalist Monday, October 22, 2007

    Look, these guys need to face the reality.

    The content is shifting from tv/newspaper to online media and then in 5 years to mobile devices (gphone, iphone, etc).

    The way iphone has started, RIMM is pushing ahead and gphone potentially changing the game – the content will be in users hand most of the time and in his living room for very less time.

    These guys need to wake up and smell the cheese asap and benefit from it.

    Or they can sit tight and see their business crumble around them just the way newspaper business is unraveling right now.

  2. Video is a lot different than newspapers. The reasons newspapers are dying is their big revenue stream was classifieds, not because people are pirating their content. Video has no such local revenue dependency and translates very easily online. The NBCs of the world make good content that people want to see. Yes, people want to see it where and when they want, but NBC doesn’t need Google to make that happen. Web video distribution is not hard. I don’t see any value that YouTube creates for big media, not matter how much hot air comes out of Schmidt’s mouth. If GooTube is THE video aggregator then really they just create value for themselves, but they need big media to give them their content if they want to be THE aggregator. The content creators are starting to get a clue so that is not going to happen.

  3. They had some of the most viewed content on the site and poof, in one felt sweep, it was all taken away. Of course, it’s still out there on the internets, but it’s no longer aggregated in my YouTube account.

    The single lesson this has taught me is if I really love a video on YouTube et. al, I should download it for future viewing.

    By the way, this is why drm & subscription services scare the hell out of me. I’d have a mental breakdown if all my music simply vanished.

  4. I think NBC should do what they do best, run TV.Historically if any Tech firm has gotten in arms of media giant they go away(exception of MySpace) however I see that goin down in a year(or 2 years max).

  5. CBS has got it totally right. They are the model. NBC, et al are making a shortsighted and stupid decision.

    I’ll be looking forward to seeing the heads roll in time.

  6. Podcasting News » Is YouTube Screwed? Monday, October 22, 2007

    [...] GigaOm, Om Malik is starting to ask the same question we’ve been asking, now that big media is pulling its content off YouTube, [...]

  7. I chose “Share and Grow” in the poll, but it’s pretty easy to see why “Big Media” rejected Google’s Video Id. Here are 3 reasons why it was rejected, based on our conversations with content owners (disclaimer that I work for Attributor, a company providing content monitoring services)
    1)Content owners don’t want to send Google all their content so Google can build their video index for free. Google is great at monetizing content, but they have a conflict of interest in fulfilling a monitoring role – this needs to be done by an independent entity.
    2)Content owners want a web wide solution. Agreeing to Google’s solution sets a precedent with the video hosting sites that is costly (especially for small content owners) and a logistical nightmare that leads to the inevitable whack-a-mole.
    3) Google’s offer to give content owners a share of advertising revenue is a great step towards ‘grow and share’, but it’s self serving and ultimately inflexible. Big Media needs the flexibility to wrap their own ads around their content – ads that can packaged with all their properties, not as a one-off where they have little control.

    The best news coming out of the separate Google and “Big Media” announcements is the implication that the DMCA process is failing and the industry needs to find its own solution, rather than rely on litigation. This is a major shift and one that is a prerequisite for the online economy to flourish.

  8. visit my post about google. In the post I discuss the policy change of google.
    http://hoozi.wordpress.com/2007/10/23/what-google-is-doing-and-what-google-must-be-doing/

  9. Jeremy Penston Tuesday, October 23, 2007

    This is not the end-game. It is a power-play in the evolution of online video where the media companies are vying for control, not only over Google but against each other too.

    At its heart, YouTube is a video search and promotion engine. If you are a relatively unknown producer, you need search to help people find you, but Big Media have their own way of reaching the people by promoting their wares on air.

    The cost of the promotion service that YouTube provides is control over some of the adverts that are wrapped around your programming and control over your audience. Remember that to a large extent Google and Big Media are competing for the same ad dollars.

    Perhaps Big Media can afford to sacrifice some of the potential volume to keep Google under a semblance of control. Without quality content from Big Media, Google is weaker… Even a withdrawl for a limited period of time helps Big Media’s negotiating position against the Big G.

    Short term pain for long term gain? If (quality) content is king, then perhaps the mediaco wins this little skirmish and emerges with better terms from distributors. If distribution is king then to some extent it is a case of nothing ventured, nothing gained.

  10. YouTube Ain’t Screwed Tuesday, October 23, 2007

    [...] Om Malik asked the question as to whether GooTube is in trouble, now that the mainstream media seems to be pulling out of their sandbox and setting up their own, on the heels of NBC pulling their content and putting it all on Hulu. Podcasting News put out a well thought response contending that Google and YouTube are about to be in serious trouble. This, of course, is dead wrong. Aside from the fact that official sources of content prohibiting embedded video sites from showing their content never stopped it from showing up there in the first place, all mainstream media efforts to create their own social networks and communities around their own sites and points of distribution are doomed to failure because the mainstream media simply doesn’t get it when it comes to online distribution. Truth be told, very few online independent media producers truly understand how to fully harness the distribution channels available to them when it comes to video content. [...]

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