Culture

by Mike Masnick




CBS Learns The Lesson Quickly: Don't Build Your Own Destination; Syndicate Your Video Content

from the go-forth-and-multiply dept

Whenever we talk about the ridiculousness of big media companies demanding all their content be stripped from YouTube, people show up in the comments saying that they need to do this in order to build their own destination site for video. That doesn't make sense. In a world where attention may be the scarcest resource of them all, you should want your content spread as widely as possible. It appears that CBS is the first of the major networks to get this. While the company had tried to build its own video destination site for its content, it's now admitting that it should have been called CBS.com/nobodycomeshere. CBS is learning that people don't want to have to hunt down your silo for content and deal with your redesign and usability issues. They want the content wherever its easiest to get it -- and CBS has decided to comply. Rather than focusing on building out its own destination site, the network is going to push to get its content syndicated everywhere possible. This really isn't that surprising, given that CBS was one of the few networks to recognize that YouTube actually increased viewership of its TV shows. However, it is a bit amusing to think that CBS was just recently split off from Viacom, who has gone in the exact opposite direction.

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  1. identicon
    Chuck Norris' Enemy (deceased), 14 May 2007 @ 1:05pm

    Advertising

    Of course, if you want greater control of your advertising (networks source of revenue) you would want everyone to go to one site to see your ads. If other sites are using your content to draw visitors for their ads, you sure as hell would want a cut of the ad revenue. Remember, it all comes down to money. Why should anyone else make money off your content? CBS will make a deal with YouTube to get a cut of the ad revenue and then they will get more exposure. That makes sense! But without an agreement, you're losing ad dollars because companies won't take ads with you or they will pay a lot less for the ad. I am no economist or ad specialist but that makes sense to me.

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