One of this fall's big programming events wasn't actually broadcast on TV. Halo 4: Forward Unto Dawn, a live-action series geared toward the launch of the new Xbox 360 video game, has become a hit for YouTube, where it runs on the young male-oriented Machinima Prime channel.
YouTube is taking on the traditional TV model in a big way, with the help of major stars, original programs like Halo 4 and big events like Felix Baumgartner's space jump, which broke YouTube user records on Oct. 14. A year after YouTube parent Google unleashed an aggressive $100 million initiative to launch around 100 original programming channels (and committed $200 million to market the channels), viewership on the platform was up 11 percent year-to-year in September.
It's a slow build, and so far YouTube's original programming initiative hasn't produced a hit that was big enough to enter the public consciousness. But according to newly released comScore data, YouTube »
- Michael Schneider
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"Halo 4: Forward Unto Dawn" (2012)
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