helping brands make perfect sense of social media, from IAB UK’s social media council

by , Torchbox

New services, new sites, new social channels, new this, that and the other. A typical day in the digital world. Once in a while though you hear about something new that you think might be a game changer. I think ‘Live On YouTube’ fits that bill…

But if you want to see what I’m talking about you better be quick for ‘Live On YouTube’ is a two day trial and that trial finishes today (the 14th September). To see what programs are on and read more about YouTube’s intentions, just visit this YouTube blog post. If you’re reading this blog after 14th September, I’m sorry…

So why do I think this move from YouTube is a potential game changer?

Services like uStream and have shown that the power to broadcast live now lies in the hands of anyone who has a laptop, video camera and internet connection.

This was neatly summed up in March 2010 when writing about the US Embassy’s decision to broadcast a press conference live on, the site’s blogger said: ‘We’re excited to have the Vice President on And we’re even more excited that this isn’t a big, elaborate production that most users would have no chance of replicating. The folks running the broadcast are plugging a camera into a laptop and going. That’s the way we think live video can be really powerful for everyone to use, and that includes the Vice President.’??And the US Embassy is not alone.

More and more organisations – from Glastonbury’s Emerging Talents Competition to Greenpeace’s demonstrations – are now taking advantage of the ability to broadcast live – and then using the footage as video content that can be fed into an archive.

However, whilst uStream and are hugely popular sites that are well worth checking out, they are nowhere near as big as YouTube. If YouTube puts live broadcasting into the hands of their partners (note: YouTube are saying ‘partners’ in their material and not everyone – see ), it has the potential for live broadcasting to go mainstream in the same way that Facebook Places may take location services pioneered by the likes of Foursquare into the mainstream.

The most exciting thing about this for me will be when more and more have online TV. If I work for a brand, charity, band, sports team etc etc, and they are a YouTube partner, they will have the potential to broadcast live onto someone’s TV (or laptop, mobile, iPad etc) and drive a social stream alongside it. If you can let your audience know about it through email, social media channels etc, you could be competing with the mainstream broadcasters at a fraction of the cost.

I’ve thought for a while that live broadcasting is one to watch and one to trial. This conviction is certainly strengthened by YouTube’s decision to run the test. I hope you read this story whilst you still had a chance to see it live…

September 14, 2010

ITs all about content.
Anyone can be a reporter, and broadcast live. No wonder the fatcats quake in their shoes, but they needn’t worry. We won’t be able to do it on the obsolete copper infrastructure here in the UK.
We need fibre.
Moral and Optic.

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