Tuesday, June 19, 2007

Brightcove Lock in Fox for Video Distribution: OEMs 'R Us?

Brightcove is one of many video distribution platforms that wrestles for attention in the media world, an effort made easier by the announcement of a deal with Fox Entertainment Group to provide them with a platform for their IPTV plans. Brightcove's portal has featured primarily user-generated content and community, but its technology can accomodate long-format entertainment programming as well. Will Fox use Brightcove technology exclusively for its mainstream programming or will it use Brightcove's platform to build up user-generated content communities around its own assets? Time will tell, but my guess is that Fox Interactive Media's experience with MySpace argues for Fox having a good dose of its own user-gen content in the mix alongside mainstream Fox programming feeding synergies into the MySpace platform.

The key point in this deal is that an OEM strategy seems to have paid off for Brightcove based on the strengths of its own portal strategy that allowed them to refine its functionality with live audiences and to continue to act as a test bed for ideas that can feed into their partner networks. OEMing can be tricky if clients can't visualize the potential outcomes of using a product tailored to their needs, especially when you're a young company trying to get attention in a crowded marketplace. Having in effect bootstrapped their OEM strategy with their own Web site Brightcove made it that much easier for a prospect like Fox to say yes.
Post a Comment