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Web Video Killed the Television Star


The very first song that played on MTV when it launched in 1981 was the Buggles' "Video Killed the Radio Star" which celebrated the golden days of radio and lamented the passing of an audio era amidst television that was being ushered in. The radio stars have indeed died, but a new crop of stars beyond television are emerging via the internet. Web video is killing the television star as celebrity is being democratized.

Gary Anderson, CEO of Netbriefings, is becoming a video star in the world of B2B corporate communications. Check out the video above which promotes his company's "Proclaim" service in a consumer video medium - YouTube. We love the fun-house nature of promoting a video service via a competitor's video service, though it's a bit odd to use that video service logo embedded within your video service website. Does that make sense? In other words, put out a separate video on YouTube about Proclaim (as Netbriefings has done in the video above) but do a similar video about your video service on your own website without the competing brand of YouTube, but we digress.

What's interesting about the Proclaim promotional video is the in-your-faceness and humor about it, which takes cues from the freewheeling consumer culture of video and punches them through the banality of corporate marketing. Rock on, Gary. Give us some more of these videos but lose that red shirt because services like Proclaim are targeting a relatively untapped market in corporate video communications. Is Proclaim on track to become the YouTube of of B2B video, with specially tailored features for business video communications?


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