YouTube Video Sharing - Essay Example

Research Area To those individuals who are avid-viewers of a particular television program such Big Brother, failure to watch their favorite contestant perform on a crucial "elimination night" could be frustrating. A latest technology, however, promises to "preserve" those missed videos and allows viewers to watch them at anytime convenient to them. What's more interesting, this technology allows users to upload or even share those video clips with their friends. This technology is popularly known as Youtube. YouTube.com has been the leader in Internet video search. This video entertainment site has been in operation for only a year but it has already become the most favorite video-sharing site, dislodging News Corp.'s MySpace, Yahoo, Microsoft's MSN, Google and AOL. This is the very reason why the onset You Tube, the very processes and legal aspects related to video sharing through You Tube is worth studying. Reading References Youtube serves as a quick entertainment break especially for viewers who have broadband connections at work or home. Youtube, whose original creators were students, however, is mostly popular among teens. It is said that more 100 million videos-usually short, homemade, comic videos created by users--are being seen on Youtubue every day. The record high was reported in June when an estimated 2.5 billion videos were watched on this site. Next to video lovers, online video advertisers, for sure, are the ones who are excited about the popularity of Youtube and other online video sites nowadays. With Youtube, the potential for online video advertising has become bigger. It was reported that online advertisements were the fastest-growing part of the $521-billion advertising market last year. Hence, web articles and peer reviewed journals published written and published from the year 2000 to the present are the most useful resources that can be acquired when writing about this topic. This is because You Tube was established along with the booming information technology and widespread use of internet, hence the coming of the 21st century will be the best possible years to looks for. The Form and the Medium Since a single click to see a video on Youtube can easily be counted, it also has become easier for companies to exactly track how many people are interested in their product. This, plus the fact that content providers and marketers could get instant recognition around the globe when they advertise their products online, is what attracts advertisers to put their money on online video advertising. Seeing the potential for increasing its revenues in Internet ads, web search leader Google Inc. recently bought Youtube for $1.65 billion in stock. This is so far the biggest price paid for a consumer-generated media site. Analysts said the acquisition would help Google compete in video search, an area where it has been weak. US Internet search giant Yahoo Inc., meanwhile, recently launched a video-sharing service in a move to capitalize on the trend being blazed by YouTube. The new video service's design is similar to that of Youtube, only that it has the capability to stream video which users can link their favorite footage to personal Web pages. This paper would try to compare the different video sharing facilities presented in the internet - such as the You tube, the Google and the Yahoo movies/video sharing. This will try to analyze the different factors why these forms of media are now becoming one of the most popular channel to advertise and/or market a product or service and equally powerful in disseminating information to. More so, in lieu of my final essay related to advertising, I will try to conceptualize different video advertisements (ranging from 1-5) for a varied number of products and services. These video ad concepts will have to be align with the effective and affective advertisements concepts (which will also be studied). Relevance to the Discipline The success of Youtube has been mired with controversies. For one, Youtube and other video-sharing web sites have been accused of uploading videos that encourage violence and bullying among teenagers. Moreover, Youtube has also been blamed for the proliferation of anti-US videos on the Internet. The biggest issue faced by YouTube, however, is copyright infringement. Youtube has been criticized for uploading pirated video clips such as copyrighted television and music. Universal Music Group, the world's biggest record company, for instance, recently accused YouTube and MySpace of infringing the copyrights of the music videos of its artists. At present, any individual can post any video on Youtube, without the company checking first if the videos are infringing on copyrights. Currently, there is no information on how much of the material displayed on the pages of Youtube, as well as other video-sharing sites, is pirated by users. What percentage of the site's traffic is attracted by pirated materials is also unknown. The company recently admitted that the video clips displayed on its site are not always authorized and that it is difficult to keep track of every video clip that it uploads on the site. Youtube's existing policy is to delete pirated videos only after it received complaints from copyright holders. This is in contrast to the policy of its competitors, like Revver, Inc. whose policy is to automatically block copyrighted material from being uploaded to its site in the first place. The new owner of Youtube, Google, however, is reportedly doing behind-the-scenes talks with film and music studios, asking them for permission to put their videos online. Observers said this is a good way for Google to shield itself from copyright-related lawsuits. Studying these policies, along with other factors contributing to both the success and failure of Youtube is very relevant to my discipline as it will provide me with broader insights on what the power of advertising and internet communication can do and what it should or cannot do. This will provide me with greater appreciation to every laws and guidelines that any advertiser or aspiring ones should take into consideration before venturing into any advertising or marketing business and strategy. The lists of possible references are as follow: Bhattacharyya A., (2005) "Advertising in Specialized Markets: Example from the U.S. Pharmaceutical Industry," Boston College working Paper No.610, http://fmwww.bc.edu/ec.p/wp610.pdf, Brown, Alex. (1996). "BUAD 301, Introduction to Marketing" Butters Gerard R., (Oct.,1977) "Equilibrium Distributions of Sales and Advertising Prices," The Review of Economic Studies Vol. 44 No.3: pp.465-491 Grossman G.M. and Shapiro C., (1984) "Informative Advertising with Differentiated Products," Review of Economic Studies Vol.5 No.1,: pp. 63-81 Haller H and Chakraborti S., (2002) "An Analysis of Advertising Wars," http://www.econ.ku.dk/CIE/Discussion%20Papers/2002/pdf/Haller%2003.pdf Kaldor Nicholas, (1950) "The Economic Aspects of Advertising," Review of Economic Studies Vol. 18: pp. 1-27 Market Wire. 2006. "YouTube and National Hockey League Team Up for Strategic Content and Advertising Partnership". Market Wire The Online Reporter. 2006. "YouTube, Warner Music enter Music license agreement." Rider Research, Inc. Posner, R. 2002. "The Law and economics of intellectual Property." American Academy of Arts and Sciences Quinn, M. 2006. "YouTube is latest PC must-see". Saint Paul Pioneer Press. These references will provide me with the needed information for me to make my concepts for a an advertisement visual presentation through video sharing. Not only will my knowledge be broadened regarding the basic rights and legalities that I have to deal with once I started creating my own videos to share, but also I will be able to construct different video and/or advertising concepts taking into consideration the videos that I will be reviewing from the references cited above. Learning Outcomes and Strategies As an advertising student, I am very much interested in understanding, analyzing and creating different venues where my knowledge and advertising skills will be of great help. And since I am one of the avid viewers of YouTube, I would like to study the possibility of using this web channel as a means to advertise certain products and/or services. But by doing so, I know that I also have to know the legalities behind video-sharing through Youtube and the likes. Thus, the paper will be aimed at: 1. Analyzing the strengths and weaknesses of Youtube as an advertising medium 2. Classifying the different copyright and infringement laws that Youtube may have or have not bypassed Title: You Tube Video Sharing: Is it a strategic Adverting Strategy Read More