The modern media dynamic has changed. The rigid and pre-selected programming of TV, radio and print is today challenged by an ‘anything at any time’ culture led by internet services. Put simply: the web has changed how we get our news, views, entertainment and more. It’s pretty important to note, therefore, that Warner Brothers was just found guilty of manipulating new media by paying prominent YouTube hosts to promote a video game.
The FTC this week disclosed that the broadcast giant gave “tens of thousands of dollars” to a number of YouTube celebrities, including the hugely popular PewDiePie (who has a colossal 46 million subscribers and reportedly makes $7 million a year), to promote ‘Middle Earth: Shadow of Mordor’ without making relevant disclosures.