YouTube und seine Kinder
All over the world, revolutionary change is taking place in the media and business communication. Of all the technological developments related to Web 2.0, it is above all the new forms of moving pictures on the Internet and their areas of application that testify to a changed culture of entertainment and information. In this respect, the range of videos available, in combination with social media, has assumed an increasingly significant role. But which business models, strategies and marketing concepts promise success. How can they evoke the attention and emotions of increasingly self-sufficient consumers and convince them to part with their money at the same time? Using examples from research and praxis, this study presents the foundations of online video and Web TV, the forms they take, their legal framework conditions, case studies and research findings on them as well as their social and economic significance, including numerous figures, case studies and contributions by authors on BMW, Daimler, Deutsche Telekom, Google/YouTube, IP Deutschland, Microsoft, MySpace, sevenload und W&V, among others.