YouTube enlists big-name help to redefine channels: YouTube is bringing help to achieve the Hollywood generation of viewers are more familiar with smartphones that control the TV.
Internet giant video aims to create 25 hours of programs a day with the help of some of the biggest names in traditional television. The site owned by Google distributes his wealth among the producers, directors, producers and others using the bank $ 100 million in committed capital to start last fall. The Foundation is the largest expenditure on YouTube the original content so far.
YouTube says that it provides a foundation for the future. While the number of viewers of traditional stabilized in recent years, people are increasingly watching video on mobile phones and tablet PCs, especially in the 18 - 34-year-old demographic advertisers covet this year.
The idea is to create 96 new channels of YouTube, which are essentially artists home pages, where viewers can see current videos and click the "Subscribe" to be informed when new content is increased.
Well-funded videos to choose from a list of stars likely to be more watchable than the average cute cats and YouTube monologues webcam. YouTube relies on the fact that the massive influx of quality content will attract more revenue from advertisers, viewers often bring new and strengthen the parent web-connected TV platform Google TV.
Money attracts some of the biggest stars of television, including "Fast Five" director Justin Lin, director of the episode "Community",'' CSI "creator Anthony and Nancy Zuiker Tellem, former president of CBS Entertainment.
Zuiker is associated with horror series for YouTube, after observing the behavior of his family. His son, three pre-teens are spending more time on the phones and computers, iPads, how to watch TV these days.
"We want to take the risk, along with YouTube and roll the dice on the future," said Zuiker ". The old regime would be to fail, because everyone thinks that television is the only device that really matters and that is simply not the case."
For manufacturers the ability to create shows that are completely free to intervene in major studios. They may also be relevant with the younger crowd that visualization is increasingly moving online.
Several new channels, such as extreme sports-oriented network, and Spanish have already begun to care. YouTube hopes that they are all in place and operational by this summer.
"It was really enhance the whole ecosystem," said Alex Carloss, global head of original programming on YouTube. "We see that the portfolio (funded channels), representing the best of the best television experience in the web."
YouTube is not a Web service, the video has started to pay for original content. Netflix Inc. recently the original series "Lilyhammer" while Hulu first "battle". But a YouTube video, as a rule, less than 10 minutes, instead of setting the traditional half-hour TV commercials per hour. And apart from a few principles that control is dedicated to the artist, including those that have downloaded and when there are new episodes.
YouTubers go well with things far more severe than the middle finger that rapper MIA erupted during a break in the Super Bowl.
While on YouTube any investment is less than half what some spend on studio blockbuster, about a third of new channels have been appointed to YouTube scrappy veterans who already know how to make the Internet while keeping high production costs low.
YouTube plans to recover what it spends on subsidies through advertising revenue sharing new videos generate.
The creator of the studio, which has received money on three new channels, the funds are already full of turbo operation, which has about 160 staff spread over several buildings packed with computers and accessories in the western suburbs of Los Angeles, Culver City.
During a recent visit, the two scenes were shot in the lane. One of them was a parody of the movie trailer for Christmas. Another new series on crime van, called "If I Es, Pepe."
Maker cranks to a YouTube video about 300 each month to the skeleton of the cost of about $ 1,000 each.
Video Studio generate huge 500 million page views per month, mainly due to the impact set, which includes a summary of Ray William Johnson videos and crazy viral giants such as "epic battles in the history of rap."
Advertisers pay up to $ 10 per thousand views video ads above the content of signs, according to TubeMogul, the main buyer of advertising on YouTube for the country's largest advertisers, including Procter & Gamble Co. News Corp. movie studio 20th Century Fox.
YouTube partners have created to share about half their revenue from the site. Thus, if the Maker video to generate $ 1 or $ 2 in advertising revenue per thousand views, it would only make ends meet.
Maker co-founder Danny Zappin, who left the film school to buy a high end camera to start a career on YouTube, said it was "delicate balance" in order to maintain its share of advertising revenue in the studio is higher than the cost of video-making. An undisclosed amount he received from YouTube, at the top of the capital of $ 1.5 million, the risk he was a year ago, Maker allows you to install more video, without waiting for the points and the cash roll in.
"This gives us the resources and the track that we would not have otherwise," said Zappin.
For other, less established players in online video, the money given them another reason to intervene.
A former executive with Tellem CBS TV entrepreneur Brian Bedol create Bedrocket media companies, manufacturing companies have achieved a few new channels of YouTube, including the network A. Financing "has enabled us or caused us to focus on YouTube before other platforms», Bedol said, .
Analysts believe that YouTube has made a wise investment at a time, ad prices for online video up.
YouTube can be successful only a few big shots - I think Rebecca Black "Friday" - even though thousands of videos fall flat. This is similar to the hit-or-miss to traditional television and film.
"The investment community does not look at it as money down the drain", Macquarie analyst Ben Miner said.
Since promising to share advertising revenue with uploaders most popular in 2007, YouTube has invested mostly original content by paying for equipment and training of new artists, but it was never more than that.
Save the new strategy, YouTube also has reorganized its home page to the priorities and recommendations of the channels just above the most viewed videos. Redesign allows advertisers to target popular channels or types of content easier.
The financing plan is on YouTube page of Apple Inc. When the car launched its iPhone in the App Store in 2008, a fund of $ 100 million seeds created by Silicon Valley investors, John Doerr has generated hundreds of thousands of new applications.
"Our developers are not software developers," the vice president of global partnerships for the content of YouTube, Robert Kyncl, at the Congress in January. "Our developers are Hollywood stars, the stars on the Internet, are ordinary people like you and me"
If nothing else, the introduction of tools to clean up the content never seen on any screen, big or small.
"Fast Five" Director Lin, who has teamed up with YouTube star Ryan Higa and Kevin "KevJumba" have to "YOMYOMF" channel stated that his goal is not to try to find an audience with the stereotypical Asian American content. Instead, the idea is to provide a platform for people who have unique voices, but still have not heard.
Higa said he and Wu did not follow the rules when they rebounded with a mixture of pop eccentric humor, brutal honesty and rap.
"They just do what they like, and people came," said Lin. "If we want to fail, I would prefer to go with this philosophy."