Only yesterday Comedy Central pulled all YouTube content of their shows. Now ads appear promoting the Daily Show’s posting of full episodes on the Comedy Central site. In fact, the ad says you no long have to collect pieces of each episode at “some crappy blog.” While I have little qualm with the crappy blog comment (I have work I probably should be doing), I find Comedy Central’s possessiveness of the Daily Show predictable yet misguided. While it is helpful to have one source with the full episode, this limits the viral quality of specific segments of the show. YouTube’s video software is more reliable and allows itself to be easily shared and posted on other websites, spreading the viral-ness. Comedy Central, however, wants people on their site with their content with their ads. This lessens my ability to share a particularly enjoyable Mark Foley segment, skipping the bland opening monologue. The viral sharing allows for a meritocracy of content (not necessarily high art, but footage that most people enjoy…most particularly groin hits). Blogs and YouTube are an expression of individualism. Media companies trying to govern them will only feel a backlash.

Check out Henry Jenkins’ book, the Convergence Culture, where he looks at fan involvement in Star Wars and Harry Potter. He also offers several solutions, many required on the media conglomerate’s side, to allow blogs and fans space to share and add content.