©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Google confirmed yesterday its purchase of Next New Networks, the Web video production company, and an expansion of its effort to create high-quality programming on YouTube.
The acquisition is also an admission by Google that its next act as a huge media company won’t be by computers alone. To be sure Google will continue to focus on building huge tech platforms, but the real money in media continues to be driven by humans rather than machines. This is of critical importance to YouTube as it looks to capture brand dollars. The fact remains big brands don’t want to appear next to pirated content and low-quality user clips.