Beruflich Dokumente
Kultur Dokumente
SENDER
ISSUE:
OWNERSHIP
AND
CONTROL
BY
APARAAJITH S
CS303 A
ASSIGNMENT 2
INTRODUCTION
When I was a kid, there was no collaboration; it's you with a camera bossing your friends
around. But as an adult, filmmaking is all about appreciating the talents of the people you
surround yourself with and knowing you could never have made any of these films by
yourself
- Steven Spielberg
Too many companies believe people are interchangeable. Truly gifted people never are.
They have unique talents. Such people cannot be forced into roles they are not suited for,
nor should they be. Effective leaders allow great people to do the work they were born to
do.
Warren G. Bennis
The Internet is the greatest thing that ever happened to the entertainment industry
- Michael Ovitz
Come on internet, entertain me must be the war cry of audiences nowadays. We live in
an age where there are people from different age groups, class, personality types and
locations watching the same content. Internet has facilitated the creation and
entertainment. This is not just about mobility. It is much beyond internet speeds and
downloading. Its about the content that is being created and the new shades that its
creators are able to add to it. It is about the new found liberty to make and distribute
They satisfy different needs of audiences. Also, they are managed in ways intrinsic to the
The internet debunks all that. It is not governed by the level of regulation that old media
has to deal with. And it has generated the kind of popularity that has never been seen
before. Estonia held a completely digitized election where people can vote from the
comfort of their votes and offices. If elections can be carried out like a reality show,
As for the current scenario, YouTube is a major part of the entertainment provided
through the internet. India has some popular YouTube channels that have really changed
how we perceive content. TVF has taken the concept of a miniseries and applied to its
shows. AIB has been able to make episodes based on the same theme and even original
parody music with great production value. EIC has successfully executed the concept of
news comedy and taken a refreshing look at news and social activism. YRF which was
originally only a film production house is now a major YouTube entertainment channel
also.
What these channels produce is well known. How they operate would require an
investigation of their organization structures, norms and protocols followed. The synergy
of different members of the content creation team with each other and the organization
is also a point worth considering. Delving into the psyche of these content creators could
paint a clear picture of the whole scenario. This study might reveal how the content of
the future would look like and in what ways the content creators minds would work.
REVIEW OF RELATED LITERATURE
YOUTUBE AS AN INTEGRAL PART OF NEW MEDIA
Love it or loathe it, YouTube is now a part of the mainstream media landscape, and a
force to be reckoned with in contemporary popular culture. Although, it isnt the only
video sharing website on the internet, YouTubes rapid rise, diverse range of content and
understanding the evolving relationships between new media technologies, the creative
industries, and the politics of popular culture. The contributors are a diverse group of
participants- from large media producers and rights-owners such as television stations,
sports companies, and major advertisers, small to medium enterprise looking for cheap
artists, activists, media literate fans, non-professional and amateur media producers.
Each of these participants approaches YouTube with their own purposes and aims. (Jean
Burgess, 2013)
Its true that YouTube is and will be one of the best innovations in social media an
innovation that has come to define itself as a social media since 2005 and almost 9 years
social medium. YouTube has created a service for people that not only connects us
virtually to one another irrespective of what part of the world we live in but also makes
us realize that its a small world after all. People come forward and share their ideas,
opinions, reviews and emotions in a video which is put up on display for the whole world
to see.
Many people use YouTube as a platform for various purposes with the main aim of
earning some recognition and entertaining those who watch them showcase their
talents, emotions and ideas. They create videos and post them on a daily basis for their
subscribers and viewers and hold sessions where people can interact with them. These
YouTube. It is their talent and creativity that helps them earn views on their videos.
Higher the number of views, the more viral or popular the video and their creators get.
(D'Souza, 2014)
MEDIA MANAGEMENT
the changing environment and proactive transformation are crucial to media business
success. Media firms need to develop strategic tools that enable new business creation
and facilitate capturing opportunities arising from the emerging fields. These new
business creation activities are different from the incremental business developments
that are usually conducted inside the existing product-market frameworks; they are
AIM
To analyse the structure and management of popular Indian YouTube content
creators.
OBJECTIVES
1) To identify and determine the structure of organization of popular Indian
content.
4) To undertake an enquiry into the challenges and issues that different members of
A study of this category would need an understanding of the macro and micro elements.
The macro elements are the organization as a whole, the norms it works with and the kind
environment it functions in. The micro elements would be about the people and the
relationships between them, because they are the most important parts of any media
organization.
METHODOLOGY: QUALITATIVE
METHODS
FOCUS GROUP DISCUSSIONS: involving the members of teams responsible for the
SAMPLING: PURPOSIVE
CRITERIA:
1. The channels chosen should have more than 4.5 lakh YouTube followers. (by
YouTube audiences.