YouTube is reportedly planning to spend $100 million to launch 20 different channels, and support the creation and distribution of original, TV-like programming for them, in a bid to provide a legitimate alternative to broadcast TV. Their goal is to get TV viewers to switch over and watch YouTube in the future like they do TV now. For viewers, this may be a welcome opportunity to end their love/hate relationship with cable distributors. A cheap and cheerful new way to begin love affairs with serial, scripted shows. A fun and easy chance to be a part of the evolution of content consumption.

For TV networks it may mean something all together different. They built their business model by funding and distributing original content that attracted audiences, then sold ad space to marketers who in turn interrupt programs to make their case directly with consumers. But technology has put more control in the hands of viewers today. They can avoid these interruptions. Which mutes the efforts of marketers. Which dilutes the value of TV as a marketing tool. Which ultimately spawns ideas like YouTube’s new channels. In the end, viewers will still see engaging stories, with terrific broadcast-quality, on the same 42” HDTV screen that is increasingly internet-ready, but from a new channel that wasn’t on the dial before - YouTube.

The ultimate question may not be what does this mean for viewers. It may not even be will this accelerate the demise of network television. It may be, if network TV dies because people find new alternatives - will it make a sound?