Premium sports video provider SEASON is upping its custom content for online publishers in 2012, as part of a push for more original and exclusive programming, said Marc Mallett VP East Coast Sales, SEASON, during a recent interview with Beet.TV.

SEASON is part of sports media company Silver Chalice and focuses on premium sports. SEASON’s video highlights draw from MLB, NBA, NHL and many college sports. SEASON has also begun packaging sports content exclusively, such as its Pro Football Weekly video package, Mallett said. He expects to expand on that work in 2012 with more custom content for distribution partners. He added that SEASON sells standard video units including pre-rolls, mid-rolls and post-rolls as well as overlays and banners. CPMs are in the $20-plus range, he said.

The company is also working on a mobile sports programming package that it will roll out soon.