Now That's the Idea! Local TV on YouTube

TV Week reports that Hearst-Argyle, arguably one of the more forward-thinking TV groups, has signed a deal with YouTube to allow its real hard asset: local content, to be broadcast on YouTube.

As I have said many times before, local TV has to re-think itself. Viewers are drifting away. Advertisers want a more accountable, measurable relationship.

This type of move does both. It places unique assets in a popular medium, where advertisers really can interact with their audience .. and get measurements that are "real" ... for the investments they make.

This is the right step. Expect more from all the others.