Youtube is owned by a multi-million dollar company Google Inc, also a worldwide search engine available in more than 140 countries across the globe. Youtube has allowed the public the freedom of User Generated Content, with which they feel much more comfortable rather than watching news clips on TV broadcast.
This new-found freedom has had an enormous impact on TV Broadcasters as viewers no longer wait for their favourite show to appear on television, but find it much easier to simply search it on Youtube.
It is also an enormous base for viral marketing, where advertisers are able to target younger audiences, in anticipation that it would be that generation that would be accessing the content on the Internet rather than watching it on TV.
However, it could be argued that this is exactly what TV Broadcasters have been aiming to do - grab the trust of the audience by allowing them to believe they are watching User Generated Content, when they are being injected viral marketing like a Hypodermic Needle.
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