Despite being the service with no name, NBC Universal and News Corp's new video-sharing network was dubbed the 'YouTube Killer' among a portion of the media. "Microsoft backs 'YouTube killer'" (vnu.net, 23/3). NBC's Peter Chernin's assertion that the new service was "a game-changer for internet video" (Sunday Times, 25/3), was understood to mean that the 'old media' big guns had at last found a solution to bring back control over copy-righted content and revenue opportunities on the internet. "The big guys decide it's gang up on Google time" (Guardian, 26/3). This approach, being in stark contrast to Viacom's direct legal assualt on YouTube for its alleged "massive copyright infringement" (Bigmouthmedia, 23/3).

The potential effect on YouTube was moot, given its unique user-led social community and amateur status of many of its contributions. "This is … mainstream media responding to the threat and opportunity of ubiquitous distribution of digital media. Time will tell how a top-down corporate approach will take on the bottom-up model that has characterized internet innovation" (Informativ, 22/3).

Interestingly, the Guardian noted that Google had "not been expressly excluded" from the alliance (26/3), while YouTube's Julie Supa said "We value our relationships with NBC and Fox …and look forward to working with them in the future" (Digit Magazine, 23/3).

Analysis and commentary by Echo Research. This article and further information is at: www.echoResearch.com