YouTube, MeTube, WeAllTube

Quote of the day:
“If you throw enough darts, one will hit the bulls eye, no matter where it is.”
--Dr. Duh

Quote of the day No. 2:
“If you believe it’s the future of television, it’s clearly worth $1.6 billion. If you believe something else, you could write down maybe it’s not worth much at all.”
--Microsoft CEO Steven Ballmer, on Google’s purchase of the online-video site YouTube

The growth of YouTube has been extraordinary--from nothing to the tenth-most-popular website within 18 months. While Steve Ballmer’s statement might be seen as some form of sour grapes, he does have a point. It comes down to this: is YouTube a fad that will fade, or does it signal a major new way that entertainment will be created and shared?

Right now, I see the appeal of YouTube for two purposes. First, for friends and family to share video clips. Examples: “Here’s the video from the party!” “Look at this weird thing my hamster does!” “Shawn’s first steps!” “Harold falls in the Trevi Fountain!” “Bush looks like Paris Hilton!”

Second, for advertising and promotion. Companies can post ads and ask for comments or participation--all the while exposing viewers to their products or services. There are many creative ways that marketers can use (and have used) YouTube. American Express held a competition and asked for submissions of 15-second commercials. The possibilities are almost endless.

What gets talked about is the “rise of the amateur,” or, more ridiculously, the ”end of Hollywood.” The fact is that 65,000 videos were posted to YouTube last month. 64,900 of them were either posted by professionals or uninteresting to anyone but the poster and one or two of his friends. Some of the remaining 100 would qualify for “America’s Funniest Home Videos.” Maybe 10 show promise beyond that.

I’m sure that YouTube will find some sustaining success within the Google family. It’s an intriguing new tool, available to anyone. But, as usual, what makes news are those who claim that “this changes everything.” Not exactly.

YouTube does not signal the end of Hollywood any more than the rise of the internet has signaled the end of books and newspapers. As always, we need very good editors. Sound familiar? See my entry "Who Is Your Editor?"