The fact that YouTube and ITV have been unable to monetize the sensational rise of Susan Boyle is a bit of a blunder. It shows the archaic ways that business is still done between old and new media.
By some estimates, video of Boyle’s performance of “I Dreamed a Dream” on Britain’s Got Talent has already asmassed more than 100 million video views on the Web. However, according to The Times, ITV (who owns the rights to the show) – and YouTube – where most of the views have taken place – have been unable to reach a revenue share deal, meaning no ads have been served, and more than a “million-pound windfall” has been missed.
The delay is apparently over advertising formats. ITV wants pre-rolls and YouTube doesn’t. The Times quotes ITV’s online director: “We don’t want to be part of YouTube’s standard terms and conditions, because content like Susan Boyle is unique … I think both sides are being hard-nosed and commercial about it.” YouTube, the article notes, prefers overlay and text ads, which have been increasingly showing up on videos around the site.
Time some heads were banged together. Forget Simon Cowell, this calls for Sir Alan Sugar.