This article examines the use of the video clip sharing website www.youtube.com by major Australian political parties during the 2007 national election. Set against a background of high expectations for this popular new channel, the article provides empirical data on the form and content of election material posted to the site. based on a content analysis of uploaded content, the article argues that (a) the extent of use of the service by members of the public is limited, a fact that does not change the significance of this form of campaign tool in differentiating parties to the polity; (b) there are considerable differences between the use of the channel by established and emerging parties; and, (c) that the use and sequencing of the release of online content shows higher levels of self-conscious awareness among partisans of the remediative aspects of new media than previously encountered in ICT-related election research in Australia.