NEW YORK — Once editor-in-chief of Time Inc, Bloomberg chief content officer Norm Pearlstine is returning to the magazine publisher, which is being spun out of owner Time Warner.

Time Inc is saying goodbye to current editor-in-chief Martha Nelson and installing Pearlstine, in the new position of EVP and chief of content, reports New York Times.

Time Inc may be spinning out of Time Warner, but its exit from the stable that owns broadcaster CNN doesn’t mean it lacks a video strategy.

“We look on it now as an independent family, we look on it as brands rather than magazines,” said J.R. McCabe, Time Inc’s recently-appointed first SVP of video, who took pains to stress the company’s multi-media credentials during a Beet.TV summit.

“With video, we are going to bring to life our brands with relevant content. We’re going to be able to take that content in to the video space and television.”

McCabe has been building a new video unit for the Sports Illustrated publisher, complete with producers and a new studio, with a particular focus on live programming.

But that live emphasis doesn’t mean Time Inc is reliant on traditional broadcast – watch the full video from the Beet.TV summit on cross-platform monetization, hosted by Starcom MediaVest Group and sponsored by Dailymotion, to hear McCabe say the publisher can broadcast just fine with online networks.