About.com All About The Video
About.com, a popular online publisher of how-to and product guides, is taking its content to the VOD and broadband arena. The company announced yesterday its plans to syndicate video content on Expo TV’s in-site broadband and on-demand cable TV network, which includes 33 states and 12 million television homes.
Expo TV, which specializes in product reviews and demonstrations, will include About.com’s videos in its “expert buying guide” sections. The original content will provide analysis and informed opinions on the most popularly researched consumer categories, including “House and Home,” “Beauty and Health,” and “Travel.” Though most of the videos will be ad-supported, About.com will not be responsible for selling advertising in this space.
“This is part of an effort to extend About’s content to new platforms and promote a wider awareness of our brand,” About.com’s President and CEO Scott Meyer tells ADOTAS. “We felt our model would work well with Expo’s.”
The move is a part of About.com’s recent push to build a deep library of video content, both syndicated elsewhere and on its own site. Responding to the recent advertiser and consumer buzz around online video, the company has hinted at plans to bring a number of video features to its site, including content-host experts and a format for user-generated videos. About is currently lining up sponsors for these sections, offering preroll ads, video programming breaks, and branded entertainment options.
In a related development, About.com’s parent company, the New York Times Company, also recently announced plans to provide more original video content and advertising on its reformatted site, NYTimes.com.
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