Wednesday, September 16, 2009

Kanye West Vs. Taylor Swift? Try YouTube Users Vs. Viacom

Kanye West Vs. Taylor Swift? Try YouTube Users Vs. Viacom
By Brian Stelter

MTV wants Sunday’s conflict between Kanye West and Taylor Swift to be viewed in only two places: on its TV channel and on its Web site.

At the network’s Video Music Awards, Mr. West, who has a history of televised outbursts, “once again took umbrage when the awards process didn’t go the way he wanted it to,” as the Associated Press put it. When Ms. Swift accepted the award for Best Female Video, Mr. Kanye jumped on stage and told the audience, “Taylor, I’m really happy for you, and I’m gonna let you finish, but Beyonce had one of the best videos of all time.” Ms. Swift looked stunned; the crowd began to boo. “The television broadcast cut away to a wide shot of the stage, and then to a taped segment featuring the comedian Tracy Morgan,” Dave Itzkoff of The New York Times says.

But what about the viewers who didn’t catch the moment live on MTV? Many went to YouTube, the world’s largest video sharing Web site, where they tried to find copies of the video clip. But MTV’s parent company Viacom — which is embroiled in a long-running $1 billion lawsuit with YouTube — engaged in a game of media whack-a-mole, flagging illicit copies of the videos almost as soon as they appeared.

According to the Twitter account for Hill Holliday, a communications and marketing agency, a single video of Mr. West’s outburst registered 500,000 viewers and “got pulled by Viacom within 20 minutes.” Hill Holliday credited Twitter for spreading word of the incident so swiftly.

Viacom is not alone in using YouTube’s technology to flag (and sometimes remove) clips of its copyrighted materials. NBC Universal used the same technology during the Olympics last year, for instance. Media companies would prefer that people watch the clips on TV or on their own Web sites. MTV.com makes it easy to view and embed a clip of the outburst, as seen below.

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