YouTube has signed a deal with American broadcaster NBC to put promotional clips of the network’s shows on its site.
This deal in itself is nothing remarkable – even if it does follow NBC’s rantings at YouTube to remove content from its service that ‘belonged’ to the network earlier this year.
Other brands have deals with YouTube and use its viral video distribution to promote events, services and products.
What is interesting is that as part of the deal YouTube will now remove, if asked, any NBC content uploaded onto the service that the network does not want to see out there.
YouTube is already very successful, allegedly has a bigger reach than MTV and has been hailed as the advertising medium of the future by Mark Tutssel, worldwide chief creative officer at the Leo Burnett ad agency.
It’s a shame that the viral nature of the service is now being influenced by the corporate giants. Yes remove offensive material, but editorial control on a viral site? That’s against what it stands for.
Speaking at the Cannes Advertising Festival Tutssel said that marketers must learn to let go of the control they think they have over their brand. Sadly YouTube has already given up control, but to the advertiser.
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