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One channel to rule them all

Monday, 4 December, 2017

As J.R.R. Tolkien fans know, the One Ring is the central plot element in his masterpiece, The Lord of the Rings. It’s got a malevolent power, this ring, which is not surprising as it was created by Sauron as part of his plan to conquer Middle-earth. The words inscribed on the Ring were uttered by the Dark Lord himself as he forged it:

“One Ring to rule them all, One Ring to find them,
One Ring to bring them all and in the darkness bind them”

There is no parallel to be drawn between YouTube and the One Ring, of course, but it has turned into the internet for video content from Middle-earth. All the big players publish on Google’s channel: Amazon is there, so is Microsoft, so is Twitter, so is Facebook and Apple has now bowed to reality.

“Someone else always has to carry on the story.” — J.R.R. Tolkien, The Lord of the Rings


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