On this team episode of the MadTech Podcast, head of marketing Grainne Reid makes her debut (alongside a funky new theme tune), joined by head of content John Still and research lead Mat Broughton to discuss the latest in media and marketing.

They look at the creative industry protests taking place across the UK over AI copyright proposals; Barb incorporating YouTube daily audience measurement on TV screens in a global first; and optimistic figures from the latest edition of ExchangeWire's Media Pulse report.

Creative industries protest against UK plan about AI and copyright (CityAM)

Thousands of British creatives - musicians, artists, authors, and journalists - are protesting government proposals that could let tech firms use their work to train AI. 

As a consultation on copyright rules ends Tuesday, the industry launches the “Make it Fair” campaign, warning against an opt-out system that threatens creative rights and fairness.

Youtube: it’s definitely TV now (Media Leader)

Barb is incorporating viewing of YouTube channels into an expanded measurement initiative for YouTube content viewed on TV sets, in what the joint industry currency (JIC) claims is a world-first.

In partnership with SeeViews, which specialises in planning ad campaigns on YouTube, Barb is selecting 200 channels that will become part of its daily audience reporting on the platform.

Meanwhile, Youtube has also announced a lower price version of its paid tier.

Marketers to Increase Budgets (ExchangeWire Media Pulse)

Figures from our latest ExchangeWire Media Pulse report showed that 89% of surveyed readers planned increases, or saw plans to increase client budgets for this year, marking a huge uplift in optimism from earlier in 2024.