20 executive summary theibcdaily The future of TV Man on a mission change the world through video.” Matt Glotzbach A nine-year employee of Managing Director, EMEA, YouTube’s owner Google, Glotzbach, 38, rose through the YouTube ranks from the enterprise Region: Europe technology division of Google to senior management roles. In his Interview by Kate Bulkley current post he reports directly to the California-based CEO of hanging the YouTube and SVP of Video at world with video Google, Salar Kamangar. is the mission of Innovations include Google+ YouTube’s MD of hangouts where creators can European invite fans to discuss their latest business and video, and TrueView, a Cproduct development, Matt skippable ad format: “It’s about Glotzbach and this is one man how to get the advertisers to who has the power to make think more like creators and that happen. engage with their target fan With a team of hundreds of base, which in their case are product development engineers their customers,” says behind him, Glotzbach has a Glotzbach. blue-sky thinking policy that Chromecast, the $35 Google- covers developing products for produced widget that plugs into three distinct groups: viewers, a TV’s HDMI port, allows viewers advertisers and content creators. to send video from their laptops, His vision of the future of phones or tablets to the TV broadcasting and the internet is screen. “The trend towards about both complementarity and connected devices is disruption, but with an emphasis, tremendous so the viewer no doubt, on the latter. dimension is how to make video An American who has lived in content available from a variety of Zurich running YouTube’s EMEA devices,” he explains. operations for the last two and Meanwhile, YouTube’s half years, Glotzbach thinks of copyright identification and YouTube viewers more as fans monetisation scheme, Content and his Zurich base of ID, has more than 4,000 users operations – where “a sizeable and 1.5 million hours of material proportion” of YouTube’s global that YouTube can use to identify engineering team is based – is copyrighted material for rights dedicated to maximising the holders. “We want to empower power of video. rights holders to be in control,” “We believe we are at a real says Glotzbach. transition point in the way There is still a lot of value in “The people consume entertainment traditional TV that all of and particularly video content,” YouTube’s innovations won’t says Glotzbach. “Eight years displace, he says. “The new technologies ago when YouTube was born, video creator medium of access to video and the YouTube is allowing a much we are distribution of video was more two-way conversation reserved to the broadcast between the creator and the industry and it was a very fan. As that continues to unfold, developing closed club. But in a short time an industry that has been that ecosystem has turned shaped by gatekeepers will inside out and the benefits of break down. will change TV viewers’ access to news, “I don’t see traditional TV and comedy, politics, entertainment, YouTube as ‘us versus them’ as we know it music, etc has fundamentally but I'm clear that the changed. Now everyone can be technologies that we are forever” a storyteller and build a fan developing will change TV as base, so the mission is how we we know it forever.”.