Traditional media steps out on YouTube

• September 18, 2007 • Comments (0)

Swedish state television (SVT) now has a YouTube channel. Previously Norway’s state tv has established itself on YouTube too, along with the BBC, writes Martin Jönsson. Jönsson calls it a fumbling effort on SVT’s behalf, though. He writes (my translation):

It is of course too early to write a review, other than that it’s a good thing that SVT has understood that they can’t dictate the viewers’ options, but need a more open attitude. Most importantly, SVT needs to understand that they can’t have a YouTube channel that works as a branch of the press department, with trailers of upcoming shows only. There is a need for an active editor: someone who can find the gems in the daily production and publish them.
If they don’t do that, the viewers will do it themselves, and then the point of the channel is lost for SVT.

I’m inclined to agree. This first effort is a start, but it doesn’t take them a very long way. Yet I can’t even imagine how this step is perceived in the concrete bunker in which the SVT is housed. To many people there I’m sure it’s a revolution, and I suspect they are not all happy about it. Old organizations are usually not the fastest movers.

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