The winners of the 2006 YouTube awards have been announced.
The big question is whether the seven award-winning segments will genuinely have TV execs quaking in their shoes?
There is certainly more creativity in some of the category winners than a lot of the output on UK television at present. Whether we see our TV listings dominated by YouTube inspired shows in the years to comes remains to be seen.
But as with every other award in existence, the YouTube results will divide opinion. Some of the award winners will raise eyebrows among YouTube regulars, who will no doubt maintain that there are far better clips on the site worthy of nomination and recognition.
It is this fact that should have the TV industry worried. In terms of creativity, there is a far richer bank of material developing on the internet than the programming being offered by some of our major broadcasters at present.
It and other similar sites are also becoming the communication tool of choice for many creative types who struggle to get their work aired otherwise.
TV has a depressing track record of taking a good idea, heavily diluting it and then flogging it until it has long since outlived its usefulness. It is a criticism that you cannot necessarily level towards such internet sites.
We remain a TV-obsessed society and that will not change in a hurry.
But YouTube and other similar sites show why the years of complacency enjoyed by the broadcasters need to come to an end.