1. CCST9003 Group-Project "Critique"
Know More About YouTube
Presented By:
Joseph Chan 201156535
Dennis Chau 2010551411
Gavin Lam 2010555948
Adrian Leung 2010580058
Sum Poon 2010547379

2. YouTube VS Traditional Media
By Gavin Lam

3. YouTube – Broadcast Yourself
• Basically everything:
– News
– Politics
– Entertainment (movies, dramas, music, games)
– DIY
– Gossips, Funny Videos
Question: Will it replace traditional media?

4. What do we have originally
• Radio
• TV
• Newspaper / Magazines

5. Radio
• Characteristics:
– High portability
– Extremely reasonable price
– Quite large range of genres
• Classical music
• Pop music
• Politics, phone-in
• Mixed

6. Radio
• Disadvantages:
– No visual
• Information given is limited
– News only recapped every 30 min
– Still not enough genres

7. TV
• Characteristics:
– Each TV station owns many channels
• Ensure broad genres
– Dramas (local & foreign)
– Variety shows & entertainment
• Dining
• Informative
• Travel
• Game show
– News report & diagnosis
• TVB Pearl: Pearl Report

8. TV
• Disadvantages:
– Few programs relating to:
• DIYs
• Voices from general public
– May lack support from some artists
• E.g. In 2009, music production companies Universal,
Warner, Sony and EM boycotted TVB for copyright issue
• (cont’d) Although solved on 19 Nov 2011, related artists
can only perform for TVB only
– Too many advertisements

9. Newspaper
• Disadvantages:
– Some newspaper may have bias on some sensitive
topics
– Not include most updated content of particular
news
• Can be improved by using dynamic websites

10. Newspaper
• Characteristics:
– Daily media most
people read on
– Convenient Free-of-
charge newspaper
– Insights from
politics/legislator
– Digs deep on many hit
topics

11. Comparison between YouTube
and Traditional Media

12. Comparison
• Media Resource Size
• Update Frequency (incl. whether updated
contents are relevant to recent news)
• Integrity of Source of Information

13. Media Resource Size
• YouTube: Gigantic (in April 2010, 13 billion
videos)
• Traditional Media (Newspaper, TV/Radio
Stations):
– Usually come from recordings, videos, photos
– Dynamic websites

15. Update Frequency
• YouTube:
– Very quick

16. Update Frequency
– Related to the society?
• Ok, 8 out of 49 weeks overlapped with
traditional media in 2010
• “Bus Uncle”
– Shows YouTube has influence on the society and
hence the news

17. Update Frequency
• Traditional Media:
– Not that slow anymore
– Definitely more related to the society

18. Integrity of Source of Information
• Most of the videos:
– People do not really care
• Serious issues:
– Natural disasters
– Politics

19. Technology in
By Sum Poon

20. Introduction
• Traditionally,
– need to download the video to your computer
before playing it
– cannot play it until you finish downloading the
whole video
– if the connection is broken, you may need to
download the whole video again from the
beginning

21. • In YouTube,
– need not to download the whole video before
playing it
– play it when you are downloading the video
• This technology is called “Streaming”

22. What is Streaming?
• Technique for transferring
• Processed as a steady and continuous stream
• Start displaying the video before the entire
video has been downloaded
• Requested data flow as stream of digital bits

23. What is Streaming?
• Small buffer space is created on the client’s
computer
• Buffer is full, the video starts to play
• The file plays, it uses up the information in the
buffer
• It is playing, more data is being received
• download >= play
=> play smoothly

24. Advantages of using Streaming
• Saves downloading time of large video
• Slower systems can take advantages
• Real time service

25. Disadvantages of using Streaming
• download >= play
=> play smoothly
• Internet bandwidth is too low
=>not steady
• Maintenance cost of streaming server is
relatively costly
• Packet loss may occur

26. What does we need for Streaming?
• Media Player
• Decompressed and plays it
• Integral part of a browser
• Downloaded from the software maker
• YouTube, we need Adobe Flash Player

27. How the video transmit?

28. What kind of Streaming in YouTube?
• Streaming stored audio and video:
• Request on-demand
• Prerecorded and stored on servers
• Pause, rewind, fast-forward, or index

29. What kind of Streaming in YouTube?
• Streaming live audio and video:
• Live radio or television
• Cannot pause, rewind,
and fast-forward
• Total length is 0:00.

30. The Revenue behind Free
By Joseph Chan

31. YouTube Revenue
900
800
700
600
500
收入
400
總支出
300
200
100
0
2008 2009 2010

32. Question

33. Revenue Sources
• Direct Approach
– Users buy services/products provided by the website
– Money is earned directly $ Your
Users Website
• Indirect Approach
– Users go to another websites via your ads
– Money is earned indirectly $
Your Another
Users Website Websites

34. YouTube: Indirect Approach
• Difficulties to make money
– depend on whether the user is targeted customer or not
– users are anonymous in the internet in most cases
– the need of the users changes every time
Difficult to make money in short term

35. Long Term

36. Other Things behind
• Number of edges of every users are limited
• Culture: More users’ paths are overlapped
Reflect societies’ conditions
(eg: developed/developing)
• Old nodes are disappeared and More new nodes
 Internet changes rapidly!!!

37. Advertising on YouTube
By Dennis Chau

38. Limitation of advertising on TV
• Too many TV stations
• Restrict to region
• Expensive for prime time
• Long advertising time

39. How is YouTube now ?
• Over 2 billion videos are viewed per day
• over 35 hours of videos are uploaded per
minute
• Users are come from 22 countries and using
24 languages

40. What does YouTube publish out ?
• Video pre-roll ads, banner ads, skippable
ads, branded channels, etc

41. Skippable ads
• “TrueView” policy
• charges only after 30 seconds
• US$1 to US$2 for every 1000 views
Before
During
After

42. Highly control
• Select video by channel, click rate
• Locate targed customer from
region, interest, etc

43. Build a brand Channel
• To show the Trailer or video ads or other
promotion purpose video

44. Ads can be spread quickly
• Review Easily
• Sharing on Facebook, blog, weibo, etc
• Ranking

45. Conclusion
• Fair charging
• Many ads forms
• Highly control
• spread quickly

46. YouTube: A New Channel to
Promote Moral Values
By Adrian Leung

47. Can You ensure a video must be popular

48. Most Viewed Video This Month
No! You can’t!
Data valid before 20/11/2011

49. Popular Videos
“The Bus Uncle”
“Chinese Idiot on the bus” ”賜座男”

50. Can YouTube become a channel that
1. Regulates people’s behavior and
2. Promote correct moral values?
• My answer is…

51. YouTube Ease the Sharing of Videos
1. Share videos by sending the links
2. Watch it on the web directly
Attract people to shoot more videos; and
Share with others

52. YouTube Ease the Sharing of Videos
People’s improper behaviors may be
shot and put on YouTube.

53. YouTube Ease the Sharing of Videos
People will be more self-discipline.

54. Wide Spread of Videos
Videos can be shared to the public
More concerns can be awaked
“The Bus Uncle” : 1.7 million hits within 3 weeks
“Chinese Idiot on the bus” : 400 thousand hits within 3 days.

55. Wide Spread of Videos
Discussion will be carried out.
• People with different stands
argue with each other
• Professions give their comments
• Public media report the issue
Correct moral value is promoted

56. Video is more persuasive
Which one impress
Let’s watch a short video first
you more?
• Videos show things that are really happen
• Characters in the video instruct us through
their actions

57. Improper Use of YouTube
• Cyber-bullying
• Public may be misled by incorrect information

58. Can YouTube Become a new channel for
promoting the moral values?
• Yes
• A channel that should be carefully used
• Viewers should have their own critical thinking
on the video

59. Conclusion
Know more about YouTube

60. Conclusion
• Comparison between traditional media
• Technologies in YouTube
• Business aspect
• YouTube as a channel for promoting moral
values

61. Thank You!
Q & A Section