Integrating TV And The Web: A Lesson From Stephen Colbert
from the the-internet-is-a-series-of-tubes dept
Sensing an opportunity, the show started promoting some of the videos and launched the contest, providing the clip as raw material for anyone who wanted it. Some of the resulting videos are quite amusing. However, the former TV, now internet, exec suggests that the whole thing shows how Colbert doesn't get the internet-TV integration because the videos are all hosted on YouTube rather than on Colbert's own site. This is followed up by a confusing statement about how Colbert is trying to "use the Web to force people to watch his TV show." First off, it's not at all clear how this is "forcing" anyone to watch his TV show -- though, the attention could get more people interested in watching his show. But, more to the point, whether on purpose or not, it makes a lot of sense for Stephen to leave those videos on YouTube. YouTube's very success is because it's so easy to use. Part of the value in the web is that it doesn't really matter where the content is -- since you can point to it (and, increasingly, integrate it). Eventually, the Colbert site could easily integrate the videos it likes from YouTube (which, again, YouTube makes easy) rather than hosting it themselves. Trying to force all the fan-generated content onto his own site and away from YouTube is about controlling the content -- which seems more like a traditional TV view of things, rather than an understanding of TV-internet integration. It's the same type of TV thinking that had NBC force YouTube to block Saturday Night Live's best advertisement in years and force it to live only on NBC's servers where many fewer people went to see it.