Must See TV -- Not NBC, YouTube

NBC Universal's plan -- the so-called "NBCU 2.0" -- is a frightening reminder to traditional media of what's coming. NBC plans to cut staff, stop producing expensive drama shows for the 8 pm slot, consolidate its operations and switch resources to digital media. The plan: cut costs and invest more in digital media opportunities where it expects its digital revenues to surpass $1 billion by 2009. But the house that Jack (Welsh) built has taken a hit from a few 22 year olds who were just screwing around in their garage -- not working on a car, but building YouTube. YouTube is fast becoming the new television. But traditional media has a hard time learning when bad things happen to them. Look at radio -- the consolidators still don't know which end is up. Look at the record labels -- still suing (their customers) after all these years. The plain truth is that television (and for that matter radio -- and films, yes!) will be producing shorter content delivered to mobile devices which may be enjoyed on handheld screens or bluetoothed to larger screens. Within five years a one hour drama may be old school (if any network still produces them). Because the busy, multi-tasking, restless next generation wants control of their media and is giving traditional media companies a preview of how it's going to be. YouTube is fast becoming the new gold standard. And in the two weeks since Google "overpaid" for YouTube you can start to see what a bargain it's going to be.