A phenomenon is born.
Before the Internet, it wasn’t easy for a video to find its audience. That’s because only one path led to wide distribution: the expensive and limited broadcast/cable industry. While the online revolution opened the door for all types of niche broadcasters, or “narrowcasters,” bandwidth limitations marred the viewer experience—videos sputtered and stalled, if they could be downloaded at all. Getting the content to would-be viewers posed an even greater challenge. With no easy hosting options, gaining access to a broad audience meant making capital investments in technology infrastructure.

Today, all that has changed. Broadband has crossed the threshold of critical mass. The Flash Player is ubiquitous, making it easy to deliver smooth video content to viewers everywhere. And sites like YouTube have brought those videos to the world, providing easy—and free—broadcast opportunities. The end result? A thoroughly engaging, utterly postmodern medium for consumers—and a completely new way for companies to extend their brands.