SubscribeYoutubing: Turning a brand into a cultural practice
Posted in IPTV, Internet, Mobile, News on June 21st, 2007. By Maren Hermans.
Every week, we hear news from YouTube. Exciting, interesting, groundbreaking. No way to ignore them. Especially not if our goal is to cover new developments and new technologies in media. But we started to ask ourself: Are we still reflecting? What about all the other platforms, other companies, other brands? And here, while asking the question, we already got the answer: YouTube is more than a brand, more than just a name between others. It is actually on its way to become a cultural practice. Ever since parent company Google showed us which verb we still were missing, ‘to google’ reached the status of a fully understood, and fully accepted reference to find informations on the web. Ever heard of ‘to yahoo’? Also, ‘to yahoogle’ never found its way into modern language.
So maybe we have to see ‘youtubing’ loss from its noun and concentrate on the news of this week; and that would be four major developments of YouTube. First of all, YouTube goes local: concept and language are translated and local versions of it appeared for Brazil, Japan and several European countries. Also, with a little help of Adobe, it started offering an online editing tool, called YouTube Remixer. Besides of that, a mobile interface is launched: and that means, YouTube spreads to another platform. And, last but not least, YouTube and Apple TV are proud to announce the first update of their partnership, but also uncover a secret love-affair: the iPhone is actually featuring YouTube as application. Well, see you next week then, I guess.
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