Two related points about Viacom’s lawsuit against Google/YouTube [available as PDF]. First, we understand that Viacom and many other media giants are fearful about the growing power of Google. They have been exploring ways to challenge and undermine Google, including via a range of legal means. Viacom’s Sumner Redstone is experienced taking on other media giants. He sued cable baron John Malone’s TCI in another well-known lawsuit back in 1993 [read it via this link]. That suit served its purpose, and helped create greater media consolidation and a Viacom-cable industry alliance. The stakes are higher here now, since the entire industry is undergoing a serious transformation. We are talking about what the relationships will be between the major PC, mobile, and interactive TV platforms, content providers, and advertising powerhouses such as Google.
The second issue is that this is primarily about interactive advertising and the emerging rules of the digital distribution game. Who gets the lion’s share of ad revenues, access to user personal data, gets to do targeting via video broadband, and really controls the monetization of the eyeballs and psyches [with sales of content, etc.] is what’s being fought here. This is all about splitting the pie—obscuring the key public interest issues about the openness of all platforms; ensuring the availability of diverse public interest content; the need to protect our privacy; safeguards against further over-commercialization via the explosion of broadband video marketing.
Reporters and others covering the story should try not solely view it as a digital food fight between two giants. This is more about the structure of the online world moving forward. The role of the public and the independent media producer should be discussed as well.
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