YouTube challenges obstacles to wider TV adoption

TV isn't quite ready for Google-owned YouTube, an executive said at the Cable Congress in Brussels. But the social media flag bearer is making an effort to get its content everywhere and cable had better get ready.

Patrick Walker, director of video partnership for YouTube in Europe, Middle East and Asia said early embedded applications that put YouTube on the TV lack scale and besides that, Ethernet-enabled TV set users aren't motivated to make the effort to get the service.

Finally, there's the important part: money. YouTube does generate revenue and expects to make a profit this year but it's model doesn't fit into television. Something, he said, has to give because "user expectations are getting too high for walled gardens."

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