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In
fact the basic premise around
the sustainability of YouTube
is also the basic premise around
the growth of 'people generated
content itself'. Is this medium
limited to the online sphere
alone?
The
contribution of user generated
content to news, music videos
and commercials is fast negating
this idea. Is this medium prone
to pitfalls given the debate
of copyright infringement? Even
as we speak Google and Viacom
battle it out in the courts
and outside. The results could
well spell out the future course
for UGC.
 The
single most important question:
is all the content out there
purely put out by users for
gratification, a shot of fame
or to display talent or will
we be able to generate revenue
out of this content and distribute
it equitably between you - the
content generator - and the
distributor. Monetization of
UGC will be an important key
in aiding both growth and quality
of the content. (Would you pay
to watch a cat play piano? Would
the cat owner get a share of
the money you pay? No! the cat
gets nothing.)
These
questions surrounding UGC are
as pertinent in the Indian context
as they are internationally.
Although in India both content
providers and platform providers
would have to deal with basic
issues of broadband connectivity.
In
that sense, one cannot obviously
deny the important role played
by technology in aiding and
abetting UGC. Cell phones with
cameras, MMS and digital cameras
have captured both moving and
still images that have been
played alongside traditional
content.
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That
statement could well be the
start of a whole new wave of
media jostling for space with
the big daddies of traditional
media. It was really the success
of YouTube that set the ball
rolling for 'user generated
content'. Supported by the millions
of video clips put up on the
site daily and with mind boggling
traffic, YouTube has gained
a mythological community-driven
status today.
