Angelie New Media Technologies 08

YouTube describes themselves as "a free online video streaming service that allows anyone to view and share videos that have been uploaded by our members".
YouTube uses Flash Video technology to stream videos (usually up to 10 minutes long) uploaded by their users. When users upload videos, they are re-encoded to limit the size and quality, and they are converted to the Flash Video format (.flv) and transcoded to use the H.264 codec .

The actual video, uses Stop Motion technology in order to make the Lego characters look like they're moving. Between photographic frames, the Lego people would be moved by extremely small amounts. So, when all the frames are played in a continuous sequence, it looks like the Lego people are really moving. Stop Motion software such as Stop Motion pro has made this technique a lot easier to use.

The video is like a set of highlights from Les Mis, which condenses a 2 and a half hour long show into just 4 minutes. The video uses clips from the songs on the Original Broadway Cast Recording and using stop motion technology, gets Lego characters to act out the songs. The Lego people generally resemble their characters extremely well, and use costumes which are quite similar to those in the show. Lego is also used to create sets which were inspired by the show sets and Lego props were also used.

The target audience for YouTube in general is people of all ages and genders who want to be entertained. But, 40% of YouTube users are over 35.
The target audience of this video would be Les Mis fans of all ages. These fans would be the ones who know the show fairly well, and would get a sense of enjoyment through watching the video. There's also quite a bit of humour in the video. For example,the Lego prostitutes (who look quite amusing) and when Valjean hits Javert with a chair, leaves, then goes back to kick him. Most audience members would find this new take on the musical quite refreshing.
Watching this video may also inspire other audience members to create more Les Mis related user generated content. For example, many Les Mis fans also upload their own versions of the songs.

The main institution involved is YouTube. YouTube enables users to broadcast their videos to the world. YouTube was bought by Google for $1.65 billion in 2006. YouTube can be used to distribute, exhibit and market the media. Due to YouTube's massive audience, many other institutions use YouTube to market their films, bands/artists and TV programmes. For example, the record compant Polydor uses YouTube to upload advertisements and full music videos for some of their clients. Similarly, the BBC uploads clips from their TV shows. YouTube also enables amateur filmmakers and bands to upload videos in order to try and promote their work.
However, YouTube has also had many problems with copyright issues. Due to the number of videos uploaded every day, YouTube is extremely difficult to regulate. This means that copyrighted videos are often uploaded, which can cause legal troubles for YouTube.

Key Concepts

1. Narrowcasting
   With Lego Les Mis, a very niche audience is targeted, and this video is something that would only really make sense and be enjoyable for Les Mis fans.


2. Democratisation
   YouTube enables anyone to upload and stream a video for people around the world to watch.


3. Horizontal Networking
   YouTube enables people to share their videos with other people, but there is no commercial gain (at least for the people uploading the videos)