Ronnie05's Blog

New look YouTube strides into larger monetization game! Does it loose out on its USP though?

Posted in Internet and Search by Manas Ganguly on December 3, 2011

YouTube finally gets its image makeover long due to it, considering the fact that this is one of the Google’s biggest and most cuccessful products.Gone is YouTube’s old cluttered image, with ill-defined boxes of widgets that maade it look like an Amateur’s site. Gone is its use of large sections of white page. Replacing all this now is content that is curated and a massive emphasis on personalized channels. Channels are thematically linked sections of the site that would feel a little more like the user’s standard cable TV box perhaps (sports channels, news channels, science…and so on).

1. YouTube now allows the user to customize the homwpage feed and even link up Google+ and Facebook to follow friends activity
2. Channels is the quitessential way of categorzing video content into seminal categories. This allows for an easy profilingof users who lets say prefer music over sports or any other choice. This feature adds a very effective tool for targeting specific user profiles.
3. The thrid is a new paint on the homepage which gives it a refreshing professional and neat look.

What Google is trying to do to every video that’s uploaded is to squeeze it into a channel right from the start–to box it, package it, line it up with similar peers and so on, and to encourage uploaders to think of their audience in the same way that a TV channel may.By banishing the chaotic, eclectic colors, segments and detail of the previous design, and making it easier to stay on video topic as well as keeping up with video recommendations from your social network, it’s trying to keep viewers on the page for longer. The experience is simply more pleasant and easier to navigate.

With over 3 billion hits on YouTube per day, it was perhaps time for Google to consider ways of monetizing around the service. In the end it’s all about money. The key here is that the more users engage with the site, the more eyes-on-advertising time they give to Google. And by aligning itself as a sort of desktop equivalent to a cable TV, with easily accessible Channels of similar content (albeit a mix of user-submitted and professionally created video) Google is trying to compete with TV on more equal footing.

However, YouTube’s USP throughout has been crowd sourcing content and social discovery of content. With shifting emphasis towards ad revenue dollars and also curated and sponsired content, YouTube also take s a divergent path from its initial USP.The new design as it pertains to the design itself is nice, but it seems like the idea around Content making, sharing and discovery is now getting shoved to the backseat in favor of content that looks good on television. That’s not revolutionizing television, that’s simply copying what’s already there on digital space.

RIP:Print media?

Posted in The Technology Ecosystem by Manas Ganguly on September 19, 2009

RIP Print MediaThere are many who believe that in the days to come print media will be a dinosaur. Not in the size terms but more in the existance terms. It will be extinct. My thoughts on the subject:

The many who believe that print will be dead seem to be assuming print media to be news. Digital content is very ominously shaking the basics of the news print industry as we know it today! The  reasons why print media news appears to be failing are

  • Digital content has become increasing real time.
  • Digital content is becoming crowd sourced.
  • Digital content can be customized
  • Digital content measures its audience better and thus for the advertiser, it focusses his campaign better on the right audience. In brief, it increases efficiency.
  • The print media is not seen as environment friendly. The raw material, wood pulp requires millions of trees to be sawed off.

Thus the traditional news on print industry is facing a double whamy where users are moving to customizable news content and advertisers are reducing their marketing spends because they are unsure about the target group/audience match! Almost all large newspaper houses now have their website and lately have registered on other mediums such as www.twitter.com, www.facebook.com, www.digg.com, www.stumbleupon.com, www.delicious.com, www.readit.com and more…

The idea is to stay relevant in the digital age and engage/interact with consumers. News is soon becoming a two way communication instead of the one way information flow that it had been so many years.

However, does this mean the end of print media?

No…

Reasons: The theme behind the failure is target, customization and focus. Marketeers being able to target their users well and users able to see content which is customized to their requirements.

Print media is more than just news. Reading is more than an electronic habit. So there will be niche’s that the print industry will successfully cater to. The more properly defined the niche is, the better the chances of making money. Journals and Publications which are very niche focused will continue to thrive because it will be producing customized content to a select target audience  and there would be opportunities in the niche to make marketing programs viable!

Besides, there is always a thing about the reading habit and the love of reading…. the way it has been through ages!

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