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How digital helped to kill the TV star: online services such as YouTube and mobile offerings are threatening TV's dominance in music video.(TOTP news special)
It was always going to be tough for a TV show with a title rooted in the early Sixties to keep up with the times, but the rapid development of digital technology certainly didn't help Top Of The Pops.
In its heyday, TOTP was the electronic fireplace around which the kids gathered as a rare--if lone--opportunity to see the latest music images. Today, a new generation of video-on-demand services is rendering that concept as archaic as the family wireless.
Services such as YouTube, mobile networks 3 and O2 and the forthcoming launch of Video-C's paid-for video-on-demand service, ilovemusic, are leading the way in the new digital revolution.
In particular, YouTube--which is to 2006 what Myspace was to 2005, as perhaps the internet's most powerful new player--delivers more than 35m video streams to its users every day.
Indeed, search for "TOTP" or "Top Of The Pops" among the site's thousands of mostly pirate clips, and more than 1,500 archive - but copyright infringing--clips from the BBC show are offered.
YouTube has lofty ambitions too; it has, in the past month, secured a further $8m in backing from Sequoia Capital and is in talks with EMI and Sony BMG about potential partnerships.
"Sites such as YouTube are becoming incredibly powerful; some people even tell me that some record companies put their own repertoire up there themselves, God forbid" says one major label executive. "These kinds of media are becoming increasingly popular among music fans."
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