CCST9003 Group-Project "Critique"   Know More About YouTube                               Presented By:                   ...
YouTube VS Traditional Media        By Gavin Lam
YouTube – Broadcast Yourself• Basically everything:  – News  – Politics  – Entertainment (movies, dramas, music, games)  –...
What do we have originally• Radio• TV• Newspaper / Magazines
Radio• Characteristics:  – High portability  – Extremely reasonable price  – Quite large range of genres     •   Classical...
Radio• Disadvantages:  – No visual     • Information given is limited  – News only recapped every 30 min  – Still not enou...
TV• Characteristics:   – Each TV station owns many channels      • Ensure broad genres   – Dramas (local & foreign)   – Va...
TV• Disadvantages:  – Few programs relating to:     • DIYs     • Voices from general public  – May lack support from some ...
Newspaper• Disadvantages:  – Some newspaper may have bias on some sensitive    topics  – Not include most updated content ...
Newspaper• Characteristics:  – Daily media most    people read on  – Convenient Free-of-    charge newspaper  – Insights f...
Comparison between YouTube   and Traditional Media
Comparison• Media Resource Size• Update Frequency (incl. whether updated  contents are relevant to recent news)• Integrity...
Media Resource Size• YouTube: Gigantic (in April 2010, 13 billion  videos)• Traditional Media (Newspaper, TV/Radio  Statio...
Update Frequency• YouTube:  – Very quick
Update Frequency– Related to the society?  • Ok, 8 out of 49 weeks overlapped with    traditional media in 2010  • “Bus Un...
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...
Technology in   By Sum Poon
Introduction• Traditionally,  – need to download the video to your computer    before playing it  – cannot play it until y...
• In YouTube,  – need not to download the whole video before    playing it  – play it when you are downloading the video• ...
What is Streaming?• Technique for transferring• Processed as a steady and continuous stream• Start displaying the video be...
What is Streaming?• Small buffer space is created on the client’s  computer• Buffer is full, the video starts to play• The...
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• Mainten...
What does we need for Streaming?•   Media Player•   Decompressed and plays it•   Integral part of a browser•   Downloaded ...
How the video transmit?
What kind of Streaming in YouTube?•   Streaming stored audio and video:•   Request on-demand•   Prerecorded and stored on ...
What kind of Streaming in YouTube?• Streaming live audio and video:• Live radio or television• Cannot pause, rewind,  and ...
The Revenue behind Free      By Joseph Chan
YouTube Revenue900800700600500                             收入400                             總支出300200100  0      2008    ...
Question
Revenue Sources• Direct Approach  – Users buy services/products provided by the website  – Money is earned directly       ...
YouTube: Indirect Approach• Difficulties to make money   – depend on whether the user is targeted customer or not   – user...
Long Term
Other Things behind• Number of edges of every users are limited• Culture: More users’ paths are overlapped   Reflect soci...
Advertising on YouTube     By Dennis Chau
Limitation of advertising on TV•   Too many TV stations•   Restrict to region•   Expensive for prime time•   Long advertis...
How is YouTube now ?• Over 2 billion videos are viewed per day• over 35 hours of videos are uploaded per  minute• Users ar...
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                        ...
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 MonthNo! You can’t!                          Data valid before 20/11/2011
Popular Videos“The Bus Uncle”                      “Chinese Idiot on the bus” ”賜座男”
Can YouTube become a channel that         1. Regulates people’s behavior and         2. Promote correct moral values?• My ...
YouTube Ease the Sharing of Videos 1. Share videos by sending the links 2. Watch it on the web directlyAttract people to s...
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 hi...
Wide Spread of VideosDiscussion will be carried out.   • People with different stands     argue with each other   • Profes...
Video is more persuasive            Which one impress      Let’s watch a short video first            you more?• Videos sh...
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• Viewe...
ConclusionKnow more about YouTube
Conclusion•   Comparison between traditional media•   Technologies in YouTube•   Business aspect•   YouTube as a channel f...
Thank You!Q & A Section
Know More About YouTube
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  • Now it comes to the last part. First let me ask a question. What makes an video popular?
  • Know More About YouTube

    1. 1. CCST9003 Group-Project "Critique" Know More About YouTube Presented By: Joseph Chan 201156535 Dennis Chau 2010551411 Gavin Lam 2010555948 Adrian Leung 2010580058 Sum Poon 2010547379
    2. 2. YouTube VS Traditional Media By Gavin Lam
    3. 3. YouTube – Broadcast Yourself• Basically everything: – News – Politics – Entertainment (movies, dramas, music, games) – DIY – Gossips, Funny Videos Question: Will it replace traditional media?
    4. 4. What do we have originally• Radio• TV• Newspaper / Magazines
    5. 5. Radio• Characteristics: – High portability – Extremely reasonable price – Quite large range of genres • Classical music • Pop music • Politics, phone-in • Mixed
    6. 6. Radio• Disadvantages: – No visual • Information given is limited – News only recapped every 30 min – Still not enough genres
    7. 7. 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
    8. 8. 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
    9. 9. 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
    10. 10. Newspaper• Characteristics: – Daily media most people read on – Convenient Free-of- charge newspaper – Insights from politics/legislator – Digs deep on many hit topics
    11. 11. Comparison between YouTube and Traditional Media
    12. 12. Comparison• Media Resource Size• Update Frequency (incl. whether updated contents are relevant to recent news)• Integrity of Source of Information
    13. 13. 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
    14. 14. Update Frequency• YouTube: – Very quick
    15. 15. 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
    16. 16. Update Frequency• Traditional Media: – Not that slow anymore – Definitely more related to the society
    17. 17. Integrity of Source of Information• Most of the videos: – People do not really care• Serious issues: – Natural disasters – Politics
    18. 18. Technology in By Sum Poon
    19. 19. 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
    20. 20. • 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”
    21. 21. 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
    22. 22. 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
    23. 23. Advantages of using Streaming• Saves downloading time of large video• Slower systems can take advantages• Real time service
    24. 24. 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
    25. 25. 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
    26. 26. How the video transmit?
    27. 27. 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
    28. 28. 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.
    29. 29. The Revenue behind Free By Joseph Chan
    30. 30. YouTube Revenue900800700600500 收入400 總支出300200100 0 2008 2009 2010
    31. 31. Question
    32. 32. Revenue Sources• Direct Approach – Users buy services/products provided by the website – Money is earned directly $ Your Users Website• Indirect Approach – Users go to another websites via your ads – Money is earned indirectly $ Your Another Users Website Websites
    33. 33. 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
    34. 34. Long Term
    35. 35. Other Things behind• Number of edges of every users are limited• Culture: More users’ paths are overlapped Reflect societies’ conditions (eg: developed/developing)• Old nodes are disappeared and More new nodes  Internet changes rapidly!!!
    36. 36. Advertising on YouTube By Dennis Chau
    37. 37. Limitation of advertising on TV• Too many TV stations• Restrict to region• Expensive for prime time• Long advertising time
    38. 38. 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
    39. 39. What does YouTube publish out ?• Video pre-roll ads, banner ads, skippable ads, branded channels, etc
    40. 40. Skippable ads• “TrueView” policy• charges only after 30 seconds• US$1 to US$2 for every 1000 views Before During After
    41. 41. Highly control• Select video by channel, click rate• Locate targed customer from region, interest, etc
    42. 42. Build a brand Channel• To show the Trailer or video ads or other promotion purpose video
    43. 43. Ads can be spread quickly• Review Easily• Sharing on Facebook, blog, weibo, etc• Ranking
    44. 44. Conclusion• Fair charging• Many ads forms• Highly control• spread quickly
    45. 45. YouTube: A New Channel to Promote Moral Values By Adrian Leung
    46. 46. Can You ensure a video must be popular
    47. 47. Most Viewed Video This MonthNo! You can’t! Data valid before 20/11/2011
    48. 48. Popular Videos“The Bus Uncle” “Chinese Idiot on the bus” ”賜座男”
    49. 49. Can YouTube become a channel that 1. Regulates people’s behavior and 2. Promote correct moral values?• My answer is…
    50. 50. YouTube Ease the Sharing of Videos 1. Share videos by sending the links 2. Watch it on the web directlyAttract people to shoot more videos; andShare with others
    51. 51. YouTube Ease the Sharing of Videos People’s improper behaviors may be shot and put on YouTube.
    52. 52. YouTube Ease the Sharing of Videos People will be more self-discipline.
    53. 53. 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.
    54. 54. Wide Spread of VideosDiscussion will be carried out. • People with different stands argue with each other • Professions give their comments • Public media report the issueCorrect moral value is promoted
    55. 55. Video is more persuasive Which one impress Let’s watch a short video first you more?• Videos show things that are really happen• Characters in the video instruct us through their actions
    56. 56. Improper Use of YouTube• Cyber-bullying• Public may be misled by incorrect information
    57. 57. 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
    58. 58. ConclusionKnow more about YouTube
    59. 59. Conclusion• Comparison between traditional media• Technologies in YouTube• Business aspect• YouTube as a channel for promoting moral values
    60. 60. Thank You!Q & A Section
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