Brightcove Announced Beta of New Online Video Platform

Brightcove Inc. announced last week the beta of its next-generation online video platform, Brightcove 3. The beta program provides access to a completely new version of the Brightcove service, which is already used in its current form by major media companies, businesses and organizations worldwide to reach more than 135 million unique Internet users every month.

As per Brightcove’s press release dated June 17, “Brightcove 3 is built around the company’s vision for increasing video consumption and engagement by introducing a completely new model for incorporating video players and information about videos into the context of Web pages. Brightcove 3 also brings TV to the Web by enabling the delivery of long-form, broadcast-quality content through any website without the need for proprietary software plug-ins. These powerful Brightcove 3 capabilities are unified in a new suite of visual tools for site producers that greatly accelerate the production of video websites.”

“Brightcove pioneered the publishing of professional online video with the first release of our platform in the summer of 2005, and in the last three years we’ve learned a great deal about online video by working with major media companies around the world,” said Jeremy Allaire, Brightcove chairman and chief executive officer. “The Brightcove 3 platform combines all the learning we’ve done with a range of breakthrough innovations that promise to transform how online video is published and consumed.”

The Brightcove 3 contextual publishing model is supposed to provide site producers the ability to better integrate videos with the other content on their website. Such integration increases the number of video views per website visitor and deepens user engagement with video content by freeing viewers to follow their own self-directed narratives through online video content. Brightcove 3 also integrates new player design and publishing capabilities that empower online video programmers to develop highly-customized viewing experiences, blending short clips and long-form broadcast-quality shows, all within the same website.

How would this translate in monetization terms, Brightcove made no announcement of comments. The immediate, obvious benefit of such a video platform would be better suited for behavioral targeting, thus attracting higher CPM or CPE ads.

If user engagement with the video content is facilitated, this could possibly open doors for clickable video ads like the ones developed by VideoClix.

Currently, the Brightcove 3 beta is only available to selected Brightcove customers through a private beta program. Specific feature details about the new service will be revealed at launch which is scheduled for the fall of 2008. For more information, visit