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Other Title: YouTube aims to tackle iTunes & MTV with every music video Pretty much everyone who has cable or satellite TV has a choice of several music video channels, such as MTV and VH-1. As many music video fans have already experienced, there seems to be more shows about artists, celebrities and even some shows having nothing to do with music videos than there are music videos shown on these channels! While there are music video websites that allow consumers to watch music videos of their choice, the content on the majority is either limited or one has to pay to watch or download the music videos. For example, iTunes charges $1.99 per music video to download to one's iPod. YouTube, the social networking website which delivers 100 million videos per day to some 20 million visitors per month, is set to become a huge competitor to MTV and potentially put an end to pay music video content such as the likes of iTunes Videos. Its co-founder Steve Chen announced that he wants to have every music video ever created available on YouTube's website within the next 18 months. The provider has confirmed it has held discussions with several large music labels including Warner Music and EMI to make its music videos available to its visitors free of charge using only advertising as its means of making revenue. If YouTube succeeds in making virtually every music video available, it has the potential to outdo MTV as consumers will be able to watch the music videos that they want to see, rather than wading through reality shows, etc. and hoping that some interesting music video turns up the next show starts. Unfortunately, as YouTube uses Flash video, consumers will not be able to carry their music videos on the move, however this may change if YouTube decides to develop their own video handheld competitor to the iPod or teams up with Microsoft to add support for Microsoft's upcoming Zune player. YouTube, which has about 20 million monthly visitors watching more than 100 million videos every day, has confirmed it has held discussions with a number of record labels in a bid to enrich the site with videos. Warner Music Group, the music moniker that was involved in a takeover battle with EMI earlier this year, also says it is in talks with the site. If YouTube gets its hands on “every” music video, it marks the beginning and end of music as the world knows it. Without more content changes (please no crappy reality shows) channels like MTV and Canada’s popular MuchMusic are going to have to start taking longer summer vacations. But this news is a lot bigger than MTV: A free YouTube music video service will end the paid-for content business model and will trip iTunes until it falls flat on its face. Numero uno no more. With YouTube music video revenue set to be provided by advertising, Apple’s dominant position in the online music download scene will be dramatically changed. The company has developed incredible relationships with record labels, but that ain’t going to save their hide — unless Apple goes free or comes up with a new gimmick. The full article can be read here. Should YouTube be able to make every music video ever made as it is aiming for, this will certainly be a dream come true for music video fans as well as even regular music fans. For example, it could potentially be a killer to Napster’s unlimited download service, plus the advantage of being able to watch the music video at the same time, since almost every single song ever made in recent years has a music video it (or a live performance). If YouTube does succeed in offering portable video player support, this will certainly be an iTunes music video killer, unless Apple can come out with a free service also. As this service will be funded by advertising, it is unclear how consumers will react to its advertising, thus indicating that it may not work as well for casual listening or become a competitor to unlimited 'To Go' type subscription services. As a music video fan myself, I can easily see this being a really big killer to MTV and VH-1, especially VH-1 in the US that most of the time seems to show almost everything else besides music videos! To be honest, these channels remind me of radio stations that have more talk than music and it is about time that a music video service is made available where one can watch what they really want to see – Music videos, with the nice touch of being able to choose what songs to watch.
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