Fox Signs On with Brightcove

Big Four broadcaster Fox Entertainment Group has signed on to use Brightcove’s Internet TV platform to distribute online video from its numerous properties, including FX Network, Speed and Fox Broadcasting.

By standardizing on the Brightcove platform, Fox is giving its many divisions the ability to share online content with viewers, while offering advertisers a greater range of inventory to choose from, according to David Baron, vice president at Fox Digital Media.

“This gives these divisions to the ability to create new video inventory that didn’t exist before,” said Baron. “To the extent that these divisions want to be able to sell advertising not only on the air, but also in a broadband environment, this gave them a very good way to make that inventory available. Or increase the inventory that they had.”

Baron said that each division of Fox is adopting the Brightcove platform at their own pace. The Speed channel “put a lot of video up very quickly, while FX is going on a show by show basis,” he said.

Fox will handle its own ad sales for content appearing in the Brightcove player. “For the major media companies, we provide the platform, and they go out and do their own advertising,” said Adam Berrey, vice president of marketing and strategy for Brightcove. “Either way we are successful, and we have great relationships with a lot of media companies.”

Berrey added, “Fox is going to be bringing a lot more online video to the market… high quality inventory that the advertising community has been looking for.”