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Thursday, 14 August 2008

Embedding: another reason

The Guardian carried an interesting story earlier today about Channel Four News' Alex Thompson's interrogation of an IOC spokesperson at a Beijing press conference. Thompson is a very impressive journalist and his subsequent report is far better and more illustrative of the context than the Guardian's edit.

Here is his report.

I can show you what I'm talking about and, maybe, help this go viral and therefore aid Channel Four News, because they have turned on embedding in their Brightcove subscription. Unlike The Guardian's Brightcove subscription. They urge you, as does the BBC, to 'link to this video'. C4 News do this despite the C4 News video carrying no advertising.

Presumably The Guardian's business model is that they repay the investment with pageviews and ads, their reported deal suggests this. C4 I would imagine make business assumptions around building brand (their quality journalism), loyalty and a future where they can deliver advertising via embeds. Infact the C4 wide Brightcove deal, focussed on monetisation, strongly suggests branding is all for news.

Although the Guardian has retained #1 online UK newspaper site (where I think its long term and early investment is paying off because they've built more experience), I can't help thinking that not switching on embedding doesn't help, long term. Apart from Brightcove, other providers could provide in-video advertising, therefore losing you no revenue. They have a very strong, very granulated video library now which could be achingly viral. I can't imagine it's getting the views it deserves.

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