Exclusive: Microsoft and the Associated Press Teaming with Thousands of Newspapers and Broadcasters in New Online Video Network

By on 03/06/2007 5:54 PM @beet_tv

View a transcript of this interview

The Associated Press, the world’s largest news organization, and Microsoft have developed an online video platform for thousands of U.S. newspapers, television and radio stations to upload, publish and monetize locally-created video.

The new system is in beta tests with some 30 newspaper publishers and broadcasters including The Miami Herald, the Houston Chronicle and the Rocky Mountain News.  The program will go live in about 30 days.

I spoke with Jim Kathman, who heads global broadcast strategy, at world headquarters of the Associated Press in Manhattan.

He explained that publishers can monetize content through a revenue split between MSN Network and the AP.  They also have the option to monetize ads locally against local content by using the Atlas adserving platform.

One year ago, Microsoft and the Associated press launched the Online Video Network, a distribution platform for the video clips created by the Associated Press television unit.  Most of the clips come from abroad — and from major news. In the first year, some 1600 U.S. newspapers and broadcasters have used the video clips on their web sites.

Beet.TV has learned that the AP will stream about 7.5 million clips this month.  CPM (cost per thousand views) is above $20. MSN has sold pre-roll ad inventory on the network to national brand advertisers including GMC, GE, Proctor & Gamble and Netflix. Clearly, the AP has established a successful online video distribution model.

The program currently in beta involves a much bigger pie: it’s the 7,000 newspapers, television and radio stations that are affiliated with the Associated Press and who will create their own content, locally.  The clips will be staff and user-generated video.

The AP projects that as many as 50 percent of affiliates, or some 3,500 local news organizations, will eventually participate in the new video program.

For the nation’s 1000 television stations, many of which have news gathering operations, the opportunity to publish and monetize video is immediate.  For 1500 newspapers and 4500 local radio stations, whose staffs produce very little video right now, the opportunity will be a little bit further off.  It could be that the most immediate opportunity for newspapers and radio stations will be user-generated content.  We’ll have to see.

The next phase of this program, scheduled for this summer, will be a syndication system which allows publishers and broadcasters to nationally distribute locally-created content and monetize content on a network-wide basis.

Although Microsoft is providing the uploading tools, infrastructure and monetization, clips are viewable in both Microsoft Media Player and Flash. 

Local_video_upload_tool_manage_video_scr_1Here’s an image of upload interface which is still in beta.

Andy Plesser

, ,

Recent Videos
image
Branded Content Needs Measurement Strategy from Start

CHICAGO — Brands should development a measurement plan when embarking on branded content, says  Tom Weeks, SVP and Group Brand Director at SMG’s LiquidThread  in an interview with Beet.TV. Knowing what to count from the start can set expectations for branded content campaigns, especially when ...

image
Weather Company Pairs Marketers With Moods

CHICAGO — Weather often affects consumers’ moods, and that means it can impact purchase behavior, says DJ Reali, SVP MultiPlatform Sales at the Weather Company, in an interview with Beet.TV. As such, the Weather Company often looks to pair consumer data with weather conditions to deliver ...

image
Enhance the Experience, SMG’s Hoffman Advises for Branded Content

CHICAGO —  Placement on a site and or media channel is vital to ensuring branded content actually reaches consumers and can be viewed, says Jonathan Hoffman, President at ZeroDot/President Experience Design at Starcom MediaVest Group, in an interview with Beet.TV. In addition, brands should think ...

image
No More Ratecards? Sky’s West On Addressable Ad Pricing

LONDON — If every TV ad campaign can be individually targeted, what good is fixed ad pricing anymore? UK satellite and telco provider BSkyB, which this year launched its AdSmart addressable ad initiative, envisages a spectrum of prices for different advertisers. “The conversation has moved on ...

image
For News Video, Go Long: HuffPost Live’s Sekoff

For serious news video, forget Vine’s microscopic content, says the co-creator of Huffington Post’s live streaming video network, HuffPost Live. “The average video being watched on mobile devices is getting longer,”HuffPost live president and co-creator Roy Sekoff tells Beet.TV in ...

image
Branded Content Works Best for Awareness, Agency Execs Concur

CHICAGO — Branded content still plays best as a brand awareness tool, rather than as a direct sales driver, says Vincent Geraghty, EVP and Executive Director of Production at Leo Burnett, in a panel discussion for Beet.TV. “Purchase and sales is a tough thing. When you’re talking about ...

image
Video Not Ready For Programmatic Primetime: GroupM’s Wanck

Digital video won’t follow display down the “programmatic” ad-trading route until publishers are ready and willing, says one of GroupM’s digital division chiefs. “For video to truly become programmatic, the reach will have to increase, there needs to be more ...

image
Facebook Targeting A Boon for Marketers, Havas’ Social Lead

CHICAGO — Facebook is a marketer’s dream for video, but brands need to be smart about how to use the targeting, fan base, and types of video on the social network, says Len Kendall, Director of Social Marketing at Havas Worldwide, in an interview with Beet.TV. “Because of segmentation and ...

image
TouchCast Useful To More Than Just Publishers: Schonfeld

TouchCast, the interactive video platform co-founded by former TechCrunch editor Erick Schonfeld, wants advertisers to start using its new video format as an engaging new ad format. The startup counts broadcasters and newspapers amongst early adopters on the editorial side. “Their people on the ...

image
Brands and Distributors Should Look for Shared Goals in Branded Content

CHICAGO — When embarking on branded content, a marketer should consider what part of its story fits best in that format, Cristel Turner, Director of Brand Advertising, Strategy and Business Marketing at U.S. Cellular, in an interview with Beet.TV. “What doesn’t lend itself as easily to a ...

image
Ziff Davis Enjoying ‘Renaissance’: CEO Shah

When Vivek Shah took over at the helm of PCMag.com publisher Ziff Davis, the company was still recovering after emerging from Chapter 11 bankruptcy protection, continuing to sell off properties. If he says so himself, Ziff Davis under Shah may has turned a corner. “Ziff is probably one of the more ...

image
Comcast Sees Big Growth in C3 VOD Viewing

While TV Everywhere tends to dominates the chatter about non-linear viewing, many cablers are actively marketing and delivering viewers for their existing VOD services. Comcast, for instance, logged its 30 billionth program viewed on demand in the last year and has seen 100% growth in time spent viewing in ...

loader