Empty Pipes Don’t Do The Pipemaker Good

The two words, “video content” are sweet music to the ears of many thousands of people who make, optimize and deliver video content, and to millions more who enjoy watching it.

While indie filmmakers and small production companies rule the creative roost, when it comes to delivery of video content, YouTube’s parent company, The Google, is king. And the king wants its subjects to bask in the glory of the coming years, where entertaining videos will flow like wine.

The Google explains on YouTube Blog:

What became clearer than ever (in 2010) was the YouTube community’s ability to constantly bring new entertainment and experiences into the mainstream…the number of partners making over $1,000 a month is up 300% since the beginning of 2010 and we now have hundreds of partners making six figures a year.

To bolster its Partner Program, YouTube is introducing YouTube Next, “a new team tasked with supercharging creator development and accelerating partner growth and success.”

YouTube also announced the acquisition of Next New Networks, maker of Obama Girl, Barely Political, Indy Mogul and other online video hits.

According to The New York Times, The Google will pay less than $50 million for the company. How much less the paper of record does not say. What it does say is The Google, which is trying to popularize its Google TV service, needs more Web video that people will watch for hours at a time.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.