CASE STUDY VIDEO
The Distributors: "What the Buck" runs three times a week on YouTube. "I am really a person who believes in YouTube," he said. "I have not seen much success on other places and have never watched a video on Yahoo or another site. So YouTube is the destination site for videos and I want people to go there." Since launch, his videos have been viewed more than 100 million times. He generates 200,000 or more views per episode.
The Sponsors: "What the Buck" is part of the YouTube partner program. Advertisers sold by YouTube in Mr. Buckley's show have included Sony and a number of movie studios, among others.
The Backstory: Before starting his Web show, Mr. Buckley co-hosted a live show on public access in Connecticut. A segment of that show covered celebrity gossip and became the inspiration for "What the Buck" when Mr. Buckley's cousin began posting those portions of the show on YouTube. After a video on Jennifer Hudson earned more than 200,000 views, Mr. Buckley caught YouTube fever. "My adrenaline kicked in and I said 'I want more views,'" he said. In December of 2007 he bought a camera and started filming "What the Buck" on a regular basis.
The Content: In each three- to five-minute episode, Mr. Buckley takes on celebrity gossip in his signature high-pitched, super-fast, witty tone. A one-man operation, Mr. Buckley shoots and edits each episode from his desk in the second bedroom of his Connecticut home. Endgame: "I am sure TV and traditional media opportunities will present themselves but I was born in this new media and am comfortable with this," he said.