Recently, many of the major YouTube multi-channel networks teamed up to launch the Global Online Video Association (GOVA), an industry governing body tasked with promoting the business interests of online video companies. GOVA’s responsibilities encompass the production, distribution, and monetization of online video content.
What are your thoughts on the organization? Does online video need it?
Brian Kane, COO, LiveRail:
“The pace of innovation and change in the online video space is staggering. These sorts of efforts to organize and bring focus to online video industry issues could prove helpful in ensuring that constructive dialogue exists around common challenges and opportunities.
What I think will be most interesting to watch though, based on the fact that most member companies are YouTube partners, is if and how these companies come together as a collective to drive the conversation with YouTube with regards to improved monetization, and revenue sharing, historically an area of frustration for YouTube publishers.”
David Tochterman, Head of Digital Media, Innovative Artists:
“I think its an important step forward. This is an organization being created by those who are on the front lines as these channels and MCNs have moved beyond aggregation to becoming media companies. It’s the right time to raise awareness, and talk about a common definition. GOVA will help to demystify and evangelize the process for brands that know they need to be invested in online video.”
Neil Katz, Weather.com Editor-in-Chief and VP, Content, The Weather Company:
“GOVA is a great idea and well needed. But the real question is will they succeed in finding new business models for themselves and their artists, or merely band together to get more concessions from YouTube? That will be the defining challenge.”