Last week, Starbucks placed a video on YouTube responding to a video posted by the Oxfam Charity. The Oxfam video was launched in conjunction with ‘Starbucks Day of Action,’ held December 16th, when activists visited Starbucks locations across the world in protest of the coffee retailer’s alleged mistreatment of Ethiopian farmers.

The Starbucks video calmly addresses the Oxfam allegations, citing an impasse over Ethiopian trademark legalities. Starbucks claims the refusal to sign a trademark agreement with Ethiopia is a stumbling block they hope to resolve on behalf of the farmers. The coffee chain’s representative goes on to refute the contention that Starbucks refuses to pay a fair price for its coffee reserves and, in fact, routinely pays well above commodity price, and above fair trade price.

Unlike many recent ineffectual corporate reactions to social journalism and networking eruptions, Starbucks’ response is unique in that the corporation managed Oxfam’s unconventional assault in a very unconventional way, via YouTube. Regardless of the outcome of this particular incident, the move on Starbucks’ part comes off as unmistakably in touch with today’s communication modes and methods.”

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In another sign that television is losing viewers to the online world, the BBC has an article reporting that a survey of 2,070 Britons revealed that online viewing is on the rise against television.

From the article, some 43% of Britons who watch video from the Internet or on a mobile device at least once a week said they watched less normal TV as a result.

The figures the BBC is reporting are up from last year when they ran the same survey. It seems the digital world has disintermediated magazines, music and newspapers but somehow never really tapped books.

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