Knowing that the future growth of marketing will be digital, traditional media continues to go online to find new sources of revenue. With Time Inc. and TV Guide it's no different. They've enlisted the help of Brightcove, an Internet TV provider, to increase their video offerings.
In the case of Time, they're building up an in-house studio to assist in creating original video content for all its 150 magazines, beginning with their heavyweights like Entertainment Weekly, Fortune and People. Time.com already uses Brightcove's technology for its site.
For TV Guide, they will partner with Brightcove for online video snydication, which will include behind-the-scenes footage from TV shows and celebrity interviews, 
which will be offered to other sites to use. Brightcove currently hosts TV Guide Broadband.
"Working with Brightcove allows us to syndicate our entertainment content to thousands of sites across the Web, while enabling us to control the look, feel and presentation of TV Guide Broadband," said Ryan O'Hara, president of TV Guide Channel.
This is all part of the gradual, but consistent migration of people to consume online content versus print. Time has also cut its guarantee to advertisers on print readership as it dropped it to 3.25 million, down from the normal 4 million readers.
Brightcove Chairman and CEO Jeremy Allaire commented that there is a high expectation that traditional publishers will be investing stron in online video this year.
"We began an effort to partner with the print and magazine industries starting last fall, and we believe newspapers and magazines are both ripe for transformation with broadband media," he said. "This is a category where you can expect to see a lot of announcements and launches by Brightcove in the near future."
Comment Preview