Viacom (which owns, among other entities, Nickelodeon, Nick at Nite, Noggin, MTV, and the whole MTV family) is obviously a company that invests in creative people, and its bringing of a suit against Google and YouTube indicates that Viacom is not going to take it any more if such sites as YouTube continue to show Viacom-owned content without first gaining authorization from Viacom. Viacom is suing YouTube, a former start-up that is now owned by Google, for $1 billion. The fact that so many people adore YouTube does not change the truth that Viacom is in the right in the suit. The two companies involved are now equal in clout, and the mindless fun and viewing pleasure of viewers is not really an issue up for discussion when it comes to enforcement of fair use law. The battle could be a negotiating tool, and the right to content will become the core issue of the lawsuit. TV is the medium with staying power, not the amateur-hour thrill show that is YouTube. Even though many technology lovers and advocates, including Bill Gates, say a TV-viewing-media revolution is occurring, that does not change the fact that most people still watch TV on a TV. Until that changes, which is probably going to take a very, very long time, the cellphone will not supplant the big-screen and LCD screens. When all is said and done, the TV industry, not the technology industry, will provide the direction, because the TV industry makes the content. Therefore, Google, YouTube, Yahoo!, and other technology giants will have to put their money where the creativity is and they will have to figure out how to make a popular show, which is not easy.