Newspaper article Pittsburgh Post-Gazette (Pittsburgh, PA)

Youtube Video Game Channel Sets Sights on 'Next Level'

Newspaper article Pittsburgh Post-Gazette (Pittsburgh, PA)

Youtube Video Game Channel Sets Sights on 'Next Level'

Article excerpt

LOS ANGELES -- With 125 million viewers watching more than 1 billion of its videos a month, Machinima may be the most-watched channel that's not on TV.

The specialty channel devoted to video-game aficionados -- which offers game walk-throughs, gaming news, exclusive trailers and original series -- is the channel with the fourth most subscribers on YouTube, according to online measurement firm comScore Inc.

Machinima may represent the next best hope of programming to the so-called Lost Boys, those young male consumers -- once Hollywood's most dependable audience -- who are increasingly reluctant to leave their video-game consoles and Facebook pages to watch movies and TV or listen to music. It may also rewrite the rules for Internet programming.

"You could argue that Machinima is to gaming what MTV was to music in its early days," said Michael E. Kassan, chairman and chief executive of MediaLink, an influential digital-media consulting firm.

The channel got its start in 2000 as a website for filmmakers using video-game environments and characters to create original stories. In 2005, brothers Allen and Philip DeBevoise acquired the website and turned it into a destination for gaming and gaming culture.

Machinima has reached beyond its roots. Last year, it introduced live-action programs, including the zombie apocalypse show "Bite Me" and the retro "X-Files" show "RCVR." The shows' appeal, and the Internet's borderless reach, has given Machinima enviable distribution for original programming.

"With YouTube and the platforms on the Internet, they're in every country and on every device. It means we are instantly global," Machinima Inc. Chief Executive Allen DeBevoise said.

Machinima is part of what's been called the "third wave" in video entertainment, Mr. DeBevoise said. ABC, CBS and NBC dominated the broadcast-television era. …

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