Google, as usual, has snuck something new into the marketplace that could shake things up drastically. PopTub is a web celebrity news show produced by the creator of Who Wants To be A Millionaire.
"Poptub is intended as an Entertainment Tonight for the YouTube set that will yield thousands of episodes, not to mention a more curated point of entry to YouTube, which it has been criticized for lacking," adweek.com says.
PopTub is a YouTube resident. As Google's PopTub creates content rather than just providing access to content other people created, it gives them full control over ad serving.
"The Google Content Network (GCN) will be used to propagate the shows across many sites, and provide the targeted advertising which will decide if the venture is a commercial success," Techradar says. "Of course, should Google make a success of this type of show, it could become a key threat for major broadcasters. Holding around two thirds of the global search market means that Google potentially holds the keys to the kingdom in terms of online broadcasts, should it leverage its dominance."