CCST9003 Group-Project "Critique"Know More About YouTube

Presented By:Joseph Chan 201156535

Dennis Chau 2010551411Gavin Lam 2010555948

Adrian Leung 2010580058Sum Poon 2010547379

YouTube VS Traditional Media

By Gavin Lam

YouTube – Broadcast Yourself

• Basically everything:– News– Politics– Entertainment (movies, dramas, music, games)– DIY– Gossips, Funny Videos

Question: Will it replace traditional media?

What do we have originally

• Radio• TV• Newspaper / Magazines

Radio

• Characteristics:– High portability– Extremely reasonable price– Quite large range of genres• Classical music• Pop music• Politics, phone-in• Mixed

Radio

• Disadvantages:– No visual• Information given is limited

– News only recapped every 30 min– Still not enough genres

TV• Characteristics:– Each TV station owns many channels

• Ensure broad genres – Dramas (local & foreign)– Variety shows & entertainment

• Dining• Informative• Travel• Game show

– News report & diagnosis• TVB Pearl: Pearl Report

TV

• Disadvantages:– Few programs relating to:• DIYs• Voices from general public

– May lack support from some artists• E.g. In 2009, music production companies Universal,

Warner, Sony and EM boycotted TVB for copyright issue• (cont’d) Although solved on 19 Nov 2011, related artists

can only perform for TVB only– Too many advertisements

Newspaper

• Disadvantages:– Some newspaper may have bias on some sensitive

topics– Not include most updated content of particular

news• Can be improved by using dynamic websites

Newspaper

• Characteristics:– Daily media most

people read on– Convenient Free-of-

charge newspaper– Insights from

politics/legislator– Digs deep on many hit

topics

Comparison between YouTube and Traditional Media

Comparison

• Media Resource Size• Update Frequency (incl. whether updated

contents are relevant to recent news)• Integrity of Source of Information

Media Resource Size

• YouTube: Gigantic (in April 2010, 13 billion videos)

• Traditional Media (Newspaper, TV/Radio Stations):– Usually come from recordings, videos, photos– Dynamic websites

Update Frequency

• YouTube:– Very quick

Update Frequency

–Related to the society?• Ok, 8 out of 49 weeks overlapped with

traditional media in 2010• “Bus Uncle”– Shows YouTube has influence on the society and

hence the news

Update Frequency

• Traditional Media:– Not that slow anymore– Definitely more related to the society

Integrity of Source of Information

• Most of the videos:– People do not really care

• Serious issues:– Natural disasters– Politics

Technology in

By Sum Poon

Introduction

• Traditionally,– need to download the video to your computer

before playing it– cannot play it until you finish downloading the

whole video– if the connection is broken, you may need to

download the whole video again from the beginning

• In YouTube,– need not to download the whole video before

playing it– play it when you are downloading the video

• This technology is called “Streaming”

What is Streaming?

• Technique for transferring • Processed as a steady and continuous stream• Start displaying the video before the entire

video has been downloaded• Requested data flow as stream of digital bits

What is Streaming?

• Small buffer space is created on the client’s computer

• Buffer is full, the video starts to play• The file plays, it uses up the information in the

buffer• It is playing, more data is being received• download >= play

=> play smoothly

Advantages of using Streaming

• Saves downloading time of large video• Slower systems can take advantages• Real time service

Disadvantages of using Streaming

• download >= play=> play smoothly

• Internet bandwidth is too low=>not steady

• Maintenance cost of streaming server is relatively costly

• Packet loss may occur

What does we need for Streaming?

• Media Player• Decompressed and plays it• Integral part of a browser• Downloaded from the software maker• YouTube, we need Adobe Flash Player

How the video transmit?

What kind of Streaming in YouTube?

• Streaming stored audio and video:• Request on-demand• Prerecorded and stored on servers• Pause, rewind, fast-forward, or index

What kind of Streaming in YouTube?

• Streaming live audio and video: • Live radio or television • Cannot pause, rewind,

and fast-forward • Total length is 0:00.

The Revenue behind Free

$FreeBy Joseph Chan

YouTube Revenue

2008 2009 20100

100

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收入總支出

Question

Why Free??????

Revenue Sources

• Direct Approach– Users buy services/products provided by the website– Money is earned directly

• Indirect Approach– Users go to another websites via your ads– Money is earned indirectly

Your WebsiteUsers

$

Your WebsiteUsers

AnotherWebsites

$

YouTube: Indirect Approach

• Difficulties to make money– depend on whether the user is targeted customer or not– users are anonymous in the internet in most cases– the need of the users changes every time

Difficult to make money in short term

Long Term

Other Things behind

• Number of edges of every users are limited

• Culture: More users’ paths are overlappedReflect societies’ conditions

(eg: developed/developing)

• Old nodes are disappeared and More new nodes Internet changes rapidly!!!

Advertising on YouTube

By Dennis Chau

Limitation of advertising on TV

• Too many TV stations• Restrict to region• Expensive for prime time• Long advertising time

How is YouTube now ?

• Over 2 billion videos are viewed per day• over 35 hours of videos are uploaded per

minute• Users are come from 22 countries and using

24 languages

Very popular !

What does YouTube publish out ?

• Video pre-roll ads, banner ads, skippable ads, branded channels, etc

Skippable ads

• “TrueView” policy• charges only after 30 seconds• US$1 to US$2 for every 1000 views

Before

During

After

Highly control

• Select video by channel, click rate• Locate targed customer from region, interest,

etc

Build a brand Channel

• To show the Trailer or video ads or other promotion purpose video

Ads can be spread quickly

• Review Easily• Sharing on Facebook, blog, weibo, etc• Ranking

Conclusion

• Fair charging • Many ads forms• Highly control• spread quickly

YouTube: A New Channel to Promote Moral Values

By Adrian Leung

Can You ensure a video must be popular

Most Viewed Video This Month

Data valid before 20/11/2011

No! You can’t!

Popular Videos

“The Bus Uncle”

“Chinese Idiot on the bus” ”賜座男”

Can YouTube become a channel that 1. Regulates people’s behavior and2. Promote correct moral values?

• My answer is…YES

YouTube Ease the Sharing of Videos

1. Share videos by sending the links2. Watch it on the web directly

Attract people to shoot more videos; andShare with others

YouTube Ease the Sharing of Videos

People’s improper behaviors may be shot and put on YouTube.

YouTube Ease the Sharing of Videos

People will be more self-discipline.

Wide Spread of Videos

Videos can be shared to the public

More concerns can be awaked

“The Bus Uncle” : 1.7 million hits within 3 weeks“Chinese Idiot on the bus” : 400 thousand hits within 3 days.

Wide Spread of Videos

Discussion will be carried out.

• People with different stands argue with each other

• Professions give their comments• Public media report the issue

Correct moral value is promoted

Video is more persuasive

• Videos show things that are really happen• Characters in the video instruct us through

their actions

Let’s watch a short video firstWhich one impress you more?

Improper Use of YouTube

• Cyber-bullying • Public may be misled by incorrect information

Can YouTube Become a new channel for promoting the moral values?

• Yes• A channel that should be carefully used • Viewers should have their own critical thinking

on the video

Conclusion

Know more about YouTube

Conclusion

• Comparison between traditional media• Technologies in YouTube• Business aspect• YouTube as a channel for promoting moral

values

Thank You!

Q & A Section