If ever you wanted an example where digital broadcasting is eating into traditional Television, here's one.
YouTube have designed the 'YouTube music awards' on November 3rd, a lovely idea in itself because of their younger profile and the fact that music is a such a big YouTube driver. A lot of stars would never have got a music deal (such as Psy) were it not for exposure on YouTube.
However, the show which features Lady Gaga, Eminem, Arcade Fire and loads of other top acts, will be broadcast live.....on eh,YouTube. The 90 minute show will be driven by awards from votes and data about viewership on YouTube.
YouTube will also be showcasing contending artists in the build-up. And some of those artists will not be hugely well known generally but big on YouTube.
But this will be bigger than MTV.
So here is a digital channel that's generating its own awards that it will broadcast itself. So no need for traditional TV there at all and in fact, they're being left out in the cold as they won't have the content. They won't be able to broadcast the show.
So when they tell you TV viewing is growing, be careful out there.
Cause it sure won't be on November 3rd amongst that younger audience who'll be glued to YouTube.
YouTube and exclusive content on Netflix are killing Television.
This is only the start.
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