Channelization of the Web: YouTube Sees Itself as the Future of Television
By Tim Miller
January 12, 2012
January 12, 2012
Speaking at a keynote event, Robert Kyncl, vice president of global content partnerships for YouTube explained that the video site would continue to expand at a rapid pace, as it moves more toward a channel model.- Kyncl pointed out that the five most popular YouTube channels now have as many viewers as the top 20 cable channels, and further explained that content on the video site is instantly global, avoiding many of the complex licensing and distribution hurdles that exist in traditional television.
- He highlighted a number of well-known personalities who would launch YouTube channels in 2012, including “The Office” co-star Rainn Wilson, and Marvel comic book legend Stan Lee.
- A panel of speakers at the event, including “CSI” creator Anthony Zuiker, and a number of advertising executives, highlighted YouTube’s unique ability to target specific audiences, in contrast to the wide net cast by traditional television advertising.
- “The problem with TV is that you can’t sell the same can of beer to a six year-old and a sixty year-old,” said Zuiker. “We are seeing the beginning of the extinction of traditional television.”
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