When Andy Warhol postulated that in the future we would all be famous for 15 minutes, he must have foreseen the rise of YouTube.
Nowadays chubby kids with light sabres and people doing dirty dances at their weddings can become media stars overnight thanks to the video-sharing giant, but until now those videos have been limited to ten minutes for 'non-partners'. That's ordinary punters, to you and me.
Yesterday, spokestube Joshua Siegal announced that the world's second favourite waste of time would allow clips of up to 15 minutes in duration to be posted.
Explaining why the limit had been in place for so long, Siegel said, "We’ve spent significant resources on creating and improving our state-of-the-art Content ID system and many other powerful tools for copyright owners. Now, all of the major US movie studios, music labels and over 1,000 other global partners use Content ID to manage their content on YouTube. Because of the success of these ongoing technological efforts, we are able to increase the upload limit today."
He also pointed out that anyone who had uploaded a clip which had been rejected on the grounds that it was too long would have to start all over. As long as it's 15 minutes or less, of course.