《華爾街日?qǐng)?bào)》：谷歌將斥資1億美元，發(fā)展YouTube原創(chuàng)內(nèi)容
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????一直以來(lái)，谷歌（Google）都在“整合全球信息”和創(chuàng)造信息間劃有清晰的界限。但最近受到關(guān)注的Next New Network收購(gòu)交易以及日前《華爾街日?qǐng)?bào)》（Wall Street Journal）的一篇報(bào)道似乎說(shuō)明，如今谷歌已在穩(wěn)步推進(jìn)原創(chuàng)內(nèi)容。 ????谷歌公司正在計(jì)劃調(diào)整YouTube主頁(yè)，突出一些圍繞藝術(shù)、體育等主題的頻道。YouTube希望推出20個(gè)左右的“收費(fèi)頻道”，每周提供由專(zhuān)業(yè)人員制作的5-10小時(shí)原創(chuàng)節(jié)目。其他頻道的內(nèi)容將源自網(wǎng)站已有內(nèi)容。 ????這與Next New Network被收購(gòu)前所做的事情非常相似。 ????NNN是一個(gè)網(wǎng)絡(luò)之網(wǎng)，已成功地發(fā)掘了很多像“奧巴馬女孩” （現(xiàn)已入駐其Barely Political頻道）這樣的YouTube草根天才，通過(guò)為這些草根天才提供設(shè)備、廣告和營(yíng)銷(xiāo)支持，內(nèi)容聚合以及交叉推廣等服務(wù)，換取收入分成。NNN利用其所謂的“超級(jí)分銷(xiāo)”可以到達(dá)廣泛的視頻受眾，無(wú)論這些受眾是在iTunes、MSN、雅虎（Yahoo）和Hulu上，還是Boxee等新興的視頻網(wǎng)站上。 ????這對(duì)于谷歌/YouTube而言是冒險(xiǎn)之舉，特別是考慮到谷歌目前面臨的監(jiān)管/壟斷/競(jìng)爭(zhēng)爭(zhēng)議。過(guò)去谷歌只負(fù)責(zé)整合和托管視頻內(nèi)容時(shí)，還較難說(shuō)明其厚此薄彼、播放有偏好。現(xiàn)在有了自己的內(nèi)容，谷歌的分銷(xiāo)強(qiáng)勢(shì)將在又一個(gè)影響領(lǐng)域遭到詬病。 ????事實(shí)上，有時(shí)候谷歌似乎就是使勁在給自己找麻煩。 |
????Google (GOOG) has always cut a pretty clear line between "organizing the world's information" and creating it. However, a recent significnt purchase of Next New Network and a report by the Wall Street Journal today seem to indicate that Google is now forging ahead in creating its own content. ????The company is planning changes to the homepage that would highlight sets of channels around topics such as arts and sports. YouTube is looking to introduce 20 or so "premium channels" that will feature five to 10 hours of professionally-produced original programming a week. Additional channels will be assembled from content already on the site. ????That seems pretty in line with what Next New Network did before they were acquired. ????NNN is a network of networks that has made an art of finding grassroots YouTube talent -- like Obama Girl, now at home on its Barely Political channel -- giving them equipment, ad and marketing support, syndication, and cross-promotion in exchange for a split of the revenue. The company utilizes what it calls "super distribution" to meet viewers where they are, be it iTunes, MSN, Yahoo, Hulu, or emerging venues such as Boxee. ????This is a risky move for Google/YouTube, especially in light of the regulatory/monopoly/competition buzz around the company right now. When Google was only organizing and hosting video content, it was harder to show that it was playing favorites. Now with its own content, its distribution strength will be criticized again, in yet another sphere of influence. ????In fact, it sometimes seems like Google is trying to get itself in as much trouble as possible. |
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