What we watch and how we watch it?

Last Sunday's NYT features the new reality of the way we watch now.

Building on our discussion of online advertising

This from Reuters yesterday:

YouTube will need at least two years to start making a meaningful contribution to parent Google Inc's revenue, despite a clutch of advertising initiatives this month aimed at cashing in on its online video dominance.

In the last eight days the popular video-sharing site has launched four new ad formats, signed its first full-length video pact and even taken its first dip into e-commerce.

Executives described most of the revenue-generating initiatives as experiments or beta tests, but analysts said the long-awaited moves will increase Google's revenue, though not in the near-term.

Google rakes in about $5 billion in quarterly revenue, mainly from Web search advertising. Though Google doesn't break out YouTube's revenue, analysts estimate it will make $200 million to $250 million -- a small percentage of the parent's revenue -- this year.