MySpace Wants to Partner with Other Media Firms to Launch ‘YouTube Killer’

From Variety.com via NewTeeVee.com

News Corp. is forging ahead on talks with a number of congloms to create a video platform that could compete with YouTube. “We’re in very active negotiations with all of the media companies to create the most robust video offering from professional content on the Web,” Fox Interactive Media topper Peter Levinsohn told investors at the Bear Stearns confab in Palm Beach, Fla. “Those conversations are ongoing, but they’re going very well,” he added. (…)

And then, perhaps hinting at where such a convocation would happen, he added, “No doubt MySpace will be a huge beneficiary of that.” News Corp. would reportedly like to see much of the content from other congloms live on its social-networking subsid. But comments glossed over a big sticking point: Other congloms have been resistant to making video available to MySpace, worrying that it would drive traffic and revenue to a competitor. Congloms are by no means unanimous on the subject; NBC has reportedly been more willing, while CBS has been more reluctant.(…)

Viacom recently decided to go its own way on video-sharing after talks with Google broke down, signing a content deal with a YouTube competitor, the Europe-based startup Joost. MySpace has been a major platform for News Corp.’s video, offering a hefty number of clips and sneak peeks of Fox content. Levinsohn did say that a major obstacle to pacting with other congloms is ensuring that those in charge of digital operations have the ear of the conglom chiefs. Digital divisions have gained clout in recent months but still may not have as much sway in the exec suite as they may need.

What it means: reading between the lines, this article highlights a couple of interesting points. First, the struggle of traditional media firms to redefine their competitive space with the arrival of Google: “Other congloms have been resistant to making video available to MySpace, worrying that it would drive traffic and revenue to a competitor”. Who’s the biggest long term competitive threat to CBS? Is it News Corp or is it Google-Yahoo-Microsoft (GYM)? And why not partner with both groups? I personally think you want to build up your own assets while partnering within your industry but also with GYM. We’ve seen the same kind of ambiguity in the newspaper world with Tom Mohr’s “Winning Online” manifesto “proposing that the US newspaper industry should merge into a single industry-wide network, at least for its digital assets. The article also discuss the kind of internal politics interactive teams are facing within traditional media companies: “Levinsohn did say that a major obstacle to pacting with other congloms is ensuring that those in charge of digital operations have the ear of the conglom chiefs.”. This internal in-fighting is, in my opinion, completely useless. The competitors are outside the walls of the company, not inside. Trust your interactive teams, they understand this new world order.

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