YouTube, a video sharing website, formed by three former PayPal employees in February 2005, on which users can upload, view and share videos has been very popular recently. Most of the content on this video sharing website has been uploaded by individual users, although there are major corporations such as VEVO, BBC, CBS, Hulu and many more, nevertheless, the fact still remains that YouTube is a place where people can share their videos and sometimes the videos go viral, hence making the individual popular.
YouTube stars are some of the extremely creative and original people around. There are many individuals who have been popular due to their video going viral on YouTube, and most of the times these videos are shot in bedrooms with help of a webcam. Justin Beiber is one notable celebrity I can remember whose popularity can be traced to YoutTube. There are people who just love him, and there are folks who hate him to the core, but the fact is everyone knows who he is. On a platform like YouTube, people can produce fascinating videos and build a global fan base for free.
Many of the Youtubers would like to take their channels to the next level by making use of state-of-the-art equipment and editing techniques, but they lack the resources and valuable knowledge from experts, and this is where Google would like to step it. In order to help budding producers and directors to take their works to next level, Google has set up a studio dedicated just for filming YouTube videos. The studio is called as “creator space” and is located at Google London’s Soho office. According to Google, all the partners across Europe, Middle East and Africa should be able to visit these offices and book their time slot. The studio will be open to YouTube filmmakers in the upcoming weeks. Once open, it will allow users to create new works for YouTube, and they will be supplied with required equipment and invaluable advice from veteran video professionals and the YouTube Next Lab team. Most importantly, individuals will be provided with site.
Creator Space will be having two studios. The first studio is a dedicated “green screen” room which will be complemented by another studio having top end editing suites for all the editing needs that will be ever required in moving making industry. If you are unaware of what a green screen is, it is widely used in weather forecast broadcasts, wherein which the news presenter is seen to be standing in front of a large digital globe pointing out weather conditions in various parts of the world, but in reality the reporter is just standing in front of a huge blue or green screen that is uniformly lit, and the background is replaced with map digitally using editing techniques called “chroma key”, which can be done during live telecast too using variety of software techniques. Stages will be completely armed with lighting rigs and other indispensible equipment for video production. Users will also be supplied with choice of professional video cameras and a range of DSLRs that be used to film high quality videos. Apart from all this, there will be lectures and workshops from support staff for newbies in the film making industry which should be really helpful for people like me.
YouTube Next Lab has been working out different ways to support vloggers and filmmakers in their craftsmanship. Google had previously run a program called YouTube NextUp, under which new YouTube partners having less than 50,000 subscribers were offered with funds to purchase riggings, provided 1:1 mentorship and helped them promote their works to the world. It was a chance to become better linked with a special public of aspiring and talented content creators from round the world. Another initiative by Google is the Creator Playbook, which provide partners and creators with fundamentally an ebook which compiles best practices, strategies to build greater audiences on the site and important tips. The YouTube Creator Playbook is also updated with all the new features that keep coming to YouTube and ways in which they can be exploited in order to make most out of it. It essentially gives advice to people who would like to work on their own. Creator Playbook can be accessed from here.
Youtube has also been launching premium channels in order to lure people. The company is continuously trying to turn its focus on to original content, which can be seen as a way to make content for Google TV and the likes. Previously, Google had planned to launch around 20 premium channel that would bring about 10 hours of original content to YouTube every week for which the company would spend as high as $100 million in terms of marketing. Back in May this year, the video giant which had already pledged $100 million towards premium video channels has sink another $100 million, which brings the total spending to $200 million, just for premium content.
YouTube was in news previously this month for showing interest in partnering with French content producers to bring premium channels for its French operation. The channel will be similar to “premium channels” such as channels from Ashton Kutcher, Amy Poehler, Shaquile O’Neal and The Wall Street Journal, among others. The premium channels are slated to make appearance in October and the company is in its final leg of negotiation with the producers. The move will bring content from few high profile creators such as Oscar winner Jean Dujardin and Endemol to the home of Eiffel tower. The deal will reportedly cost Google somewhere between €500,000 and €1,000,000 (about $1.2 million) which should be good for more than 20 hours of original content for next 12 months. YouTube will be using YouTube, Google Display Network, and other routes to promote these channels.
In the premium video move from Google’s video sharing giant in United States, content owners were supposed to pay anything exceeding the projections, and YouTube would still retain all the rights which would disallow the content from appearing on competitor’s website, hence making it unique and premium. Such content helps Google monetize in a better way as they are more advert welcoming.
“We will fish where the fish are in a mighty big pond,” Google VP-content Robert Kyncl told attendees at YouTube’s upfront event
As devices such as YouTube aware TVs, Google TV and Apple TV are gaining popularity, YouTube is fast becoming an alternative to traditional cable network programming. I think the move from Google to provide individuals with world class studio is a welcoming effort, and these new video makers can also have future prospects of working for Google as “premium content” producer, thus turning the whole thing into a “win-win” situation. Google gets what it wants and producers get what they want. What do you think about all this? Let us know using the comment form below.