Recently I wrote an article
about Google's recent hiring of Kevin Rose and expansion of their premium
content channels on YouTube. In that
piece I commented on the concern of independent content providers that Google
may be making a push to become the dominant player on the Internet. In essence a content gatekeeper minimizing
all other outlets.
While questions remain as to whether it's proper or even an
anti-trust issue for Google to operate in both the content and search spaces
it's important to keep things in perspective.
Let's face it, what lands in Google's premium channels will still
have the restrictions of the medium to contend with not to mention varying
degrees of production quality. Couple
that with the basic fact that the majority of popular video content on YouTube
is for all intents and purposes, garbage.
I watched the IAWTV(Intl. Academy of Web TV) awards a few
months back. Aside from the one news
related program nominated that I was interested in, the rest of the nominees
never rose above the quality of fan films. Much of it reminded me of those
awful videos made in high school multimedia classes. The common thread among many of the nominees
was YouTube, with the notable exception of the news program that I was
interested in.
When you've got content like this...
I wouldn't worry too much about Google crushing the Free
Internet.
I'd be far more concerned about providing good programming
than a giant monolith betting on pet videos and B list talent to corner the
content market. The Internet is a fickle
beast and those who seek to control its destiny soon find themselves on the
sidelines. That an Internet company like
Google would think otherwise seems unlikely.
The medium lends itself to specialized content for very
distinct audiences that can number in the thousands if not millions. Google
sees that as a potential cash cow but that's a very traditional view of
media. Internet consumers tend to distrust singular
sources for their information and always prefer an a la' carte experience to
the combo deal. Unlike television, your
audience isn't captive and always finds a way to bypass you if you don't meet
their needs.
I'd cite the recent examples of Myspace and RIM for those
who thought otherwise. If Google does
become the next Internet NBC it's a safe bet that other alternatives will surface
shortly thereafter and relegate Google to the ranks of Alta Vista.
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