New Twist? – Digital OOH Network’s Content Goes Online
December 21, 2011 by Dave Haynes
No end of content has been pulled from other mediums to populate digital signage screens – from newspaper headlines turned into (ugh) news tickers to snippets of broadcast and online TV.
But I can’t recall much, at all, going in the other direction – with content produced for a digital screen network finding its way on to another medium.
A Digital OOH medical network called Everwell TV has started making video content developed for people waiting for appointments in medical clinics available on an online video network.
The online video search engine blinkx has done a partnership with the parent company of Everwell, MediVista Media, that sees blinkx offer a “broad array of original and engaging health-related videos” to online users.
Leveraging its unique AdHoc platform, says the release, blinkx will place contextually relevant advertising against the videos and share resulting revenue with Everwell TV.
Everwell TV produces segments such as Food Facts and Meal Makeovers (does that mean you make it and then fix it?), as well as Stump the Doc question and answer pieces (why does that segment title disturb me?).
“At its core, MediVista Media is a premium health content production house, and so we are always looking at unique opportunities to engage audiences outside of our owned and operated network,” said Matt Herren, vice president of business development, MediVista Media. “The blinkx partnership should prove valuable in the continued expansion of our digital footprint—capturing additional revenue, and delivering quality health programs to viewers across the globe.”
Or in plain English: “We’ve produced all this stuff. Can we re-purpose it and make some money off it?”
blinkx has more than 700 partners and an index of more than 35 million hours of video and audio content.
No one has yet developed a real marketplace for content that would enable networks to re-purpose and sell their produced content, but there is definitely a market demand for ready-to-run material and definitely a lot of good material that’s being run and now languishes in archives.
While I continue to believe the proliferation of pointless news, weather and sports feeds on networks has to do with predictable, uninspired thinking (or the lack of that), it also has to do with a lack of options have for keeping their programming refreshed.
I doubt the Everwell video content is going to crank a lot of real revenue from the blinkx deal, but it’s making more money running online than it can sitting in folders on an Everwell archive server.
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Keep the Doctor Away with Entertaining New Health Programming Now Available on www.blinkx.com
SAN FRANCISCO, Dec. 20, 2011 /PRNewswire/ — blinkx, the world’s largest and most advanced video search engine, today announced a partnership with Everwell TV, the award-winning entertainment/health digital out-of-home network of parent company MediVista Media. As a premier health content provider and distributor, Everwell TV reaches millions of viewers in physicians’ offices nationwide. Through this partnership, blinkx will offer a broad array of original and engaging health-related videos from Everwell to its users. Leveraging its unique AdHoc platform, blinkx will place contextually relevant advertising against the videos and share resulting revenue with Everwell TV.
Everwell TV is dedicated to creating unbiased, useful, and engaging video content that helps people make informed choices about their health and communicate more effectively with their physicians. With video content from ‘Food Facts’ and ‘Meal Makeovers’ cooking segments to ‘Stump the Doc’ question and answer pieces, Everwell TV makes learning about your health fun and accessible.
“We’re seeing an ever- growing demand for health and wellness content on the Web, so we’re delighted to partner with Everwell and offer its extensive, entertaining health-focused video content to help better inform our health conscious audiences,” said Julia Blystone, CMO of blinkx.
“At its core, MediVista Media is a premium health content production house, and so we are always looking at unique opportunities to engage audiences outside of our owned and operated network,” said Matt Herren, vice president of business development, MediVista Media. “The blinkx partnership should prove valuable in the continued expansion of our digital footprint—capturing additional revenue, and delivering quality health programs to viewers across the globe.”
As the pioneer in video search technology, blinkx has built a reputation as the smartest way to find rich media on the Web. The company has made more than 720 partners and indexed over 35 million hours of video and audio content to date.
About blinkx
blinkx plc (LSE AIM: BLNX) is the world’s largest and most advanced video search engine. Today, blinkx has indexed more than 35 million hours of audio, video, viral and TV content, and made it fully searchable and available on demand. blinkx’s founders set out to solve a significant challenge – the growing amount of TV and user-generated content on the Web means keyword-based search technologies only scratch the surface. blinkx’s patented search technologies listen to—and even see—video on the Web, helping users enjoy a breadth and accuracy of search results not available elsewhere. In addition, blinkx powers the video search for many of the world’s most frequented sites. blinkx is based in San Francisco and London. More information is available at www.blinkx.com.
About Everwell
Everwell is the brand of MediVista Media, which owns and operates digital screens in physicians’ waiting areas nationwide. The company produces original, award-winning video programming that is distributed through the Everwell TV network, the Web, and other platforms. Everwell’s lively, engaging, medically-reviewed content reaches consumers at multiple touch points, helping them lead healthier lives. Go to www.everwell.com to explore Everwell’s consumer Web site.
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Stump the Doc! Now that’s a scary idea… In seriousness, DOOH networks are badly in need of better content, you couldn’t have said it better, weather, news, etc is going to soon be made entirely irrelevant by the weather, news, and sports device that we all have in our pockets and purses. Maybe they are on the right track that making more specific content might be less relevant to a larger number of people, but will resonate more with a select few, engagement vs. reach I guess. At least it is a step in the right direction.