NBA and YouTube

The NBA recently created a licensing deal with YouTube, to encourage user development of basketball related content. The "NBA Channel" will use NBA-generated content from players, and user created video clips showing their own basketball court skills. However, the NBA has the right to ask Google to remove videos that they deem inappropriate or which create advertising revenue. The NBA’s Commissioner David Stern commented on the deal when saying the platform offers, "another unique way to reach our fans."
This preceding example with the NBA and Youtube reaching a licensing agreement is a great example of how internet video is increasingly being used as a marketing tool. The agreement also involves fans interacting more personally by letting them post their own videos, which showcase their basketball skills. The user videos are further incorporated into online promotion, through a weekly highlight show. This move made by the NBA will allow for a more interactive visual experience with its fans. Online video sharing partnerships, such as the NBA and YouTube, will provide a new way for companies to combine forces and increase revenues through e-marketing.

Introduction

Hi,
This is Dan and Marisa, two marketing majors at the University of Missouri Columbia. We are setting up this blog for an e-marketing class, and will be posting blogs weekly until the end of April 2007. The topics that we will discuss will involve current e-marketing topics and issues. Feel free to comment on our postings.
Thanks,
Dan and Marisa