Melia Robinson/Business Insider
For the first time, cable TV network Nickelodeon staged a casting call at VidCon, a convention that draws stars of YouTube and social media like Vine, Instagram and Snapchat and their passionate followers.
The Viacom-owned channel’s talent search is one way traditional TV networks are recruiting Internet personalities to build audiences.
YouTube stars include comedians, beauty gurus, product reviewers, gamers, musicians and fitness buffs who post videos of themselves, often looking directly into the camera.
It is not certain that the shorter format and free-wheeling style of YouTube will translate to TV. “It’s a challenge for all of us,” said Albie Hecht, executive vice president of HLN, a network designed for the “social media generation.” “Television is a very different means of communication.”
The appeal for networks is clear. Google-owned YouTube says its reaches more people in the United States than any cable network among ages 18 to 49, the group most coveted by advertisers.
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