(this is cross-posted from my Globe and Mail blog)
YouTube launched a Canadianized version of the popular video-sharing site at a press conference on Tuesday, the latest in a series of international versions that have been launched over the past few months, including YouTube Brazil, YouTube Poland and YouTube Ireland.
The press conference — which had a giant mockup of the YouTube home page as a backdrop, with a big-screen TV where the video player would be — featured a live performance by singer Naomi Streimer (who recently released a single on YouTube) as well as a panel of Canadian YouTube “stars” such as Mememolly, an 18-year-old from Ottawa who said she was inspired to upload videos by watching Lonelygirl15.
Even after all the panels and presentations by various YouTube staffers, however, one question remained largely unanswered: Why does a website like YouTube need a Canadian version? Does it matter where the videos come from? Does a clip of someone singing or a funny video of a cat have more impact if we know it’s a Dutch singer or a French cat?
In other words, do Canadians want to watch Canadian content or do they just want to be entertained?
With some sites, such as YouTube Brazil or YouTube Italy, there’s obviously a language issue. But Canada doesn’t really fall into that category, despite a YouTube executive’s joking reference to a search for videos related to the term “beaver tail” or the word “loonie.” (Memo to that YouTube staffer: Don’t quit your day job for a career in standup comedy).
As an example, two members of the YouTube “star” panel belong to a group of young comedians from Halifax called Picnicface. One of their YouTube clips is a fake TV ad for a Powerade-style sports drink called PowerThirst, which lampoons all the over-hyped language and ridiculously exaggerated claims that are used in such ads. It’s hilarious.
Does it matter that Picnicface is from Halifax? I’m not sure it does. In fact, I’m pretty sure it doesn’t, or at least not to me. I remember watching the clip a few months ago after it popped up in my RSS feeds and thinking it was funny. But it didn’t occur to me to care where it came from — it came from YouTube, and that was all that mattered.