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Rogers Media will help fund and distribute Vuguru's upcoming productions, thereby solidifying a direct connection between old and new media.

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Regular entries are typically presented in reverse chronological order and often combine embedded video or a video link with supporting text, images, and metadata.

The potential markets of video clips has caught the attention of traditional movie studios.

In May 2006, The Economist reported that 90% of clips on You Tube came from amateurs, a few of whom are young comedians. In 2005, two Chinese students Huang Yixin and Wei Wei, now dubbed as "Back Dorm Boys", lip-synched to a song by the Backstreet Boys in a video uploaded to some clip websites and became quickly renowned.

They appeared on television shows and concerts, and were also granted a contract by a media company in Beijing for lip-syncing for cash.

The emerging potential for success in web video has caught the eye of some of the top entertainment executives in America, including former Disney executive and current head of the Tornante Company, Michael Eisner.

Eisner's Vuguru subdivision of Tornante partnered with Canadian media conglomerate Rogers Media on October 26, 2009, securing plans to produce upwards of 30 new web shows a year.

While some video clips are taken from established media sources, community or individual produced clips are becoming more common.

Some individuals host their created works on vlogs, which are video blogs. Between March and July 2006, You Tube grew from 30 to 100 million views of videos per day.

More recent developments includes the BBC's i Player, which was released for open beta testing in July 2007.

The widespread popularity of video clips, with the aid of new distribution channels, has evolved into 'clip culture'.

Not only have video clips submerged into the world of TV commercials and music videos but it is now also a popular form of entertainment and a hobby for people called "Vloggers" (video blog creators).