popular thinking

BITING THE HAND THAT FEEDS YOU FREE PUBLICITY

Couldn't help but notice this New York Times story about NBC asking YouTube to cease and desist sharing video clips from its programs. The obvious angle gets mentioned by Lost Remote and BoingBoing -- the only reason Americans cared about and read about the "Lazy Sunday" video on Saturday Night Live was because so many people were watching and sharing it online via YouTube, and not because anyone actually bothered to watch it live on NBC. The Peacock Network loved all of the free publicity, then decided to try to capitalize on it by posting its videos online, then decided to try to monopolize it by allowing it for sale only.

The more curious point that the NYT story doesn't follow is how VH1 recently has begun uploading many of its own videos on YouTube (I used one highlight clip last week to showcase the Al Roker and Matt Lauer luge stunt). Why is that significant? Because VH1 also is home to "Web Junk 20," a new and growing in popularity TV show that features and ranks viral videos. And because that show is dependent upon Viacom's other property, iFilm.com, which would find itself lacking in new clips if other networks follow NBC's lead. Somehow, methinks the Viacom nets -- which include CBS, UPN, MTV, VH1 and Comedy Central -- will continue allowing folks to post and share video clips. At least for now.

This ultimately could lead to a dilemma much like the one faced by traditional print media on the online platform. Once consumers know they can or could get clips for free, will they ever learn to pay? Preliminary evidence suggests they might pay for full episodes and bonus features via iTunes. But would the masses follow suit?