So, what does YouTube lack? How can online video take it to the next level?
According to some - it is all about UsTube, connecting viewers they way the family and neighbours used to gather around the tv set.
"Laughter is social, and that’s important to consider as watching online video ... can be a pretty isolating experience" - from a story on CBS and their new social solution
"pre-populated and active fan communities ... each have nearly a million members spread over five different social network platforms: Facebook, MySpace, Bebo, Friendster, and hi5" - ABC branching onwards
So - both building new solutions and hooking up across existing avenues seem like valid paths. And that is probably one of the key messages going forward - with Hulu driving the point home every day - it is not about locking up the farm, but about making it easy to spend more time and get even more engaded. In a world of too much to count, abundant choices and offerings across channels, plattforms and media - it makes a lot more sense to take a handfull viewers here and a score minutes there...
(always assuming it makes economic sense to play on the field at all)
...and the sun hides a bit too well behind the rainy clouds...
