Strategy In Online Video Syndication

While many video publishers seek the widest possible distribution of their videos through an embeddable player and Media RSS, some, like HealthiNation and Virgin Media, are using a syndicated player which is placed on specific sites.

Controlling the "off domain" strategy is important for many publishers: Some are cautioned about where their videos will appear, often reflecting the concern of advertisers. For others there are rights issues with their content.

So what is the difference to Embeddable players?

With a traditional embeddable player, people really think about viral syndication where a consumer sort of takes the video and embeds it maybe in their personal blog or MySpace page or something to that effect. What we've found is a really effective strategy for content owners is for them to build sort of trusted relationships with distributers--be it very large portals like AOL Video or niche websites that have a really valuable audience. For them to build that relationship with them and to package specific content that they deliver, you know, through a platform like Brightcove, directly through those websites. That really becomes a safe environment for them to build audience off of their own web properties.