The online content explosion potentially will affect the practice of entertainment law in numerous ways such as talent recruitment, promotion, distribution, privacy, copyright, publicity, digital music, internet radio … the list goes on. And racing to the fore of the future, for now, in this technology is YouTube, a content giant with the backing of a tech behemoth (Google). So whenever there’s a chance to sneak any insight into where matters are headed from YouTube executives, well, that’s what brings us quick to Peter Kafka and his recent Q-and-A with Robert Kyncl. He’s YouTube Channel Guide, the strategist who wants to expand what started as a wooly collection of amateur videos into a premier content destination. In the interview (read it here), Kyncl draws an analogy between YouTube’s strategic business plan to a stick-shift car, which he says is zooming along, “and in the U.S., we decided to go into Gear Three. That’s where we’re putting money at risk to catalyze the creative community — both existing partners and new — to create many new channels, new programming brands.” After YouTube launched with its key innovation — allowing users easily to upload their videos — it since has monetized with advertising and sponsorships. Now it’s funding its own programming, like a television or film studio. Kyncl joined YouTube two or so years ago and came up with the channel approach. While revenues will be key to the venture’s success, particularly to support programming and web content generation, Kyncl explains that “audience development is equally as important as great content. By creating fantastic content and spending zero time on audience development, you are certain that you will not succeed on YouTube. You have to focus on audience development as much as you focus on creating content.” He says collaborations and targeted co-productions will be key to audience growth for YouTube channels, on which the company has partnered with select operators. (Read more here). By the way, Kyncl makes it clear that YouTube doesn’t want to be a programming coordinator; that role is reserved for individual channel operators.
Exec sees YouTube in high-gear on content
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