A Video Clip Goes Viral, and a TV Network Wants to Control It - New York Times

Link: A Video Clip Goes Viral, and a TV Network Wants to Control It - New York Times.

Somewhere way, way back in the early days of the digital revolution, someone said "information wants to be free." Today, long after the revolution has turned into something that looks like Wal-Mart, where things can be cheap but never free, "content" substitutes for "information" in this formulation. Content as in: news and entertainment tidbits and financial data and music and videos and everything else you can think of.

Does content really want to be free? How do creators survive if the masses don't have to shell out for the privilege of listening to a song or watching a video clip? No, I don't have the definitive answers. But the Times piece above, on how NBC reacted to the wild popularity of a free clip from "Saturday Night Live," is a great example of the wrong way to react to the new realities, and possibilities, of the changing media environment.

Faced with a situation in which a clip from the show had escaped its control and become a major hit on the Web -- all by word of mouth, without the company spending a penny on promotion -- NBC jumped in to limit access to the clip, impose a fee on it, and threaten the service that had made it popular in the first place. That was a lousy PR move, but it was more than that.

No one's suggesting copyright issues aren't serious -- they are and must be one of the core considerations for every publisher and creator. But in this case, NBC let its long-term concern over how it's going to pay the bills destroy an opportunity to learn from and exploit a new mode of distribution.

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