How YouTube Can Affect Media and Society Essay Example | Topics and Well Written Essays - 1250 words

How YouTube Can Affect Media and Society - Essay Example For example, Comedy Central asked the video-sharing company to remove clips of their copyrighted clips such as South Park and The Daily Show with Jon Stewart (Noguchi and Goo). On the other hand, some companies like NBC see YouTube as a powerful promotion tool which can help generate buzz for their shows, at no cost! In the same article, the authors quoted NBC Executive Vice President Rick Cotton when he said, â€Å"This medium is at the cutting edge†¦I think our creative executives feel that ‘The Office’ and ‘Saturday Night Live’ benefit from the significant attention we’ve gotten online† (as quoted in Noguchi and Goo). Yet, Cotton says that in order to use YouTube effectively, one has to know where to draw the line. In line with this statement, Cotton revealed that around 1,000 clips were removed from YouTube in 2006, particularly those which had entire show episodes. In its early years, YouTube’s mechanism for deleting copyrighte d shows allowed it legal immunity but searching the site for TV show episodes is a job allotted to the company owning the copyright. Needless to say, it was a tedious job, and many of the copyrighted video clips were left posted on the site. Today, however, YouTube has the Automated Content ID in place in order to prevent copyright infringements. With this new technology, major US network, movie studio and record label can earn extra income through YouTube’s monetized view feature. From its humble beginning, YouTube has singlehandedly changed the web from static pages to an interactive web eco-system. Thanks to the conscientious development of video sharing technology, YouTube is now an important aspect of advertising. Major corporations such as Nike and Chrysler use YouTube to promote their ad to more audiences. Meanwhile, the Guardian reports that many companies are bypassing the TV networks and are broadcasting their advertisements directly to YouTube (Rosenblum). In the a rticle, the author says â€Å"increasingly, YouTube is the go-to place for video, and it seems some companies have decided to bypass the broadcast first rule entirely†¦It’s a sign that true video (as opposed to repurposed an afterthought) is beginning to enter mainstream thinking† (Rosenblum). As many companies start to produce videos for the web alone, YouTube is becoming a go-to source for almost any kind of information – from entertainment to politics, how-to videos, film animation and many others. The importance of YouTube is so widespread that Mashable expresses three important developments in the media industry: (1) the next TVs will have internet connectivity and it will be able to access YouTube XL, a version optimized for the big screen; (2) YouTube can be easily accessed through mobile phones; (3) the ability to create live video streaming (Ostrow). In his 2009 article, Adam Ostrow hails YouTube as the embodiment of social media since its inceptio n. In his words, â€Å"YouTube is the innovation that touched the most lives, became a driving force for change around the world, and ultimately ends the decade with an opportunity to be as disruptive in the next 10 years as it was in the past four† (Ostrow). Thanks to its embeddable content, videos posted on the site can be viewed on websites and other social networking sites.