Despite all the hoo-ha about Web 2.0, it's becoming increasingly clear that short-form video is the real Internet story of 2006. In the last week we've heard rumors that YouTube is looking for a $1.5B valuation. Not to mention the fact that this year's Web 2.0 conference will feature a showcase of short videos hosted by John Battelle.
We've grown accustomed to thinking about sites like YouTube as the distribution channels of the future, but I (at least) envisioned it as a channel for distributing traditional long-form content such as movies or TV shows. However, it seems that video nuggets have developed into a media form in their own right.
One of the more interesting developments surrounding short-form video content is the recently announced NBBC. NBBC is a joint endeavor between NBC Universal and NBC's affiliates. In brief, the service acts as a marketplace for quality video content. Content creators use the NBBC platform in order to place their content on publisher web sites.
Content creators can use the site to increase the exposure of their videos and to receive ad revenues (the service works on a rev share business model). Publishers have access to new content. And NBC can use the platform both as a new avenue for monetizing its existinc content as well as get a cut of a brand-new revenue stream.
Significantly, the service is open to anybody with video content. NBC does not seek exclusivity nor does it seek to own the content.
Interestingly, this seems like the first example of a major content provider extending its brand to user-generated material. If NBBC manages to take off, you can be sure that other media entities will follow.
Comments