JEREMY ALLAIRE, founder of Brightcove, has created an online channel for video broadcasting. The service has already attracted interest from several dozen production companies, to include Viacom and A&E television networks, who are testing the platform for commercial use. Mr. Allaire developed the website design app ColdFusion back in the 1990s and later sold the company to Macromedia, where he was assigned as Chief Technical Officer helping to develop Flash. This new project plans to revolutionize online multimedia efforts.
“We’re letting producers reach 300 million people instantly with high-quality video content and they don’t have to sign a contract,” Mr. Allaire said. “We say, ‘Use it, and if you are successful we are successful.’”
Smaller production companies are also set to benefit from improved video integration on the Internet. Using online advertising models and video commercials, an Internet video operation can stay in the black with as few as 100,000 subscribers. Traditional television production required millions of viewers to keep a program running. Small independent producers, however, don’t feel that they need a platform like Brightcove to be successful.
ChannelBlast recently launched its first program, NewzViewz, an interactive public affairs program. They are running videos directly on their own site. The executive producer of ChannelBlast, Mark Lipsky, said that they don’t need a supporting platform like Brighcove. “Our distribution is the Internet,” he said; “Two to three years from now, we will be able to compete with any television network, but we will be global and they won’t be.”
They might be right. Josh Bernoff, an analyst with Forrester, said, “The advertising model is extremely simple and very attractive: you simply put your 30-second commercial in front of the video.” “Advertisers are paying $25 per thousand users who see their online commercials, more than they pay for network television.â€? he said.
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Online Pioneer Sets Out to Shake Up TV, and Smaller Video Producers Seek Audiences on Net
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