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YouTube experiments with a TV Broadcaster Channel 4 in UK by integrating more long-form contents of Channel 4 into YouTube.  This allows Channel 4 in UK to reach a big chunk of YouTube’s users and gain advertising deals from their usual prospects.  It seems YouTube and Channel 4 will share advertising revenues, and the contract will be at least for three years.  This is a great news for YouTube’s users as they get to see high quality unique contents in full (not video clips).  It’s worth noticing that YouTube is an on demand service or the next generation TV Broadcaster, and Channel 4 and other traditional TV Broadcasters may become content distributors and content makers.  Why?  If more people begin to only tune into YouTube for videos in long and short forms, this means there is no need to tune into the traditional TV channels.  I suspect in the long run, when YouTube gets successful at integrating traditional media into its den, the traditional media will have to change its business model drastically or fail.