The American Superbowl (the US equivalent of the FA Cup Final and therefore one gazillion times more spangly) is traditionally the world's biggest advertising fest. Each year, brands try to outspend other to win the word-of-mouth effect created by the globe's largest water cooler. This year's audience is expected to top 90 million. So the fact that three of this year's mega-brand spots (Doritos, Alka-Seltzer,Chevy) will feature amateur produced content can be seen as some sort of tipping point for the development of consumer generated media. However, the really big event for the growth of CGM could be an announcement made at this year's Davos by YouTube founder Chad Hurley. In this video, recorded by blogosphere godfather Jeff Jarvis, Hurley starts by explaining how the company is going to let Hollywood track material on the mega-portal. Then in what sounds like an afterthought, he says that YT is, "definitely going to be moving in the direction", of sharing revenue with users - a la Revver. Despite the low-key tone, this could have far-reaching consequences as a global marketplace is created for all video content. Pete Blackshaw has an excellent analysis here but suffice to say if that if a video such as this can rack up 2.7 million views the competition for the resulting cash will be incredible. As Pete says, think e-Bay for video.