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Brightcove in UK masthead deals US web video giant Brightcove has taken its first major step into the UK, on the back of deals with Elle magazine and BET International. The two deals build on existing broadband video partnerships with the likes of BSkyB, Sony BMG UK, Emap and IPC Media. Brightcove's UK office will serve as a stepping stone into Europe, where chairman and CEO Jeremy Allaire said consumers "are among the world's most tech-savvy." The first of the new deals announced today is with magazine publisher Hachette Filipacchi UK, and sees Brightcove adding broadband video channels to all the company's existing websites dedicated to its eight women's titles, starting with Elle magazine. Under the deal, ElleUK.com will soon feature daily internet video coverage of fashion events, beauty and style tips and travel stories. As well as a brand extension exercise, the move will allow the magazines to reach new online communities and generate additional ad revenue, said the two companies. "Video gives our editors a way to share stories that can't wait for the print magazine and offers our readers the immediacy and experience of video," said Dave Killeen, digital director at Hachette Filipacchi UK. Using the Brightcove Internet TV service, the sites will acquire syndicated fashion video and content from news portals, social media sites and blogs. Allaire explained his company's UK move by saying the market there "is leading the way when it comes to watching video online, and Hachette Filipacchi is embracing this revolution across its portfolio of popular magazine titles." Another deal announced today bringing Brightcove to the UK has been signed with BET International, the newly launched London division of Viacom-owned US cablecaster BET Networks, which targets African-Americans - and soon black Britons - via cable channels and online content. Through its partnership with Brightcove, BET International will extend the distribution of its content to online audiences in the UK via new web video site BETonBlast.co.uk. All such video channels will also offer online advertising opportunities sold by Viacom Brand Solutions in the UK. "With the launch of our beta broadband site in the UK, users can get an early taste of our forthcoming multi-platform offering that's set to debut later this year," said Michael D Armstrong, BET International senior VP and general manager. Again drawing on the Brightcove Internet TV service, BETonBlast.co.uk, set to launch later this summer, will include video content focused on the most popular urban music, lifestyle, news, fashion, entertainment and community issues of the day. "BET is one of the most popular cable networks in the United States," explained Allaire. Brightcove's deal with IPC Media will see lads-skewed Nuts Magazine launching video content on its website, while Emap's celeb gossip title Heat Magazine will do likewise, with Brightcove Internet TV service. Sony BMG UK will also add music videos and interviews with artistes to its various websites. "The internet is changing the way video content is distributed. Bringing our multi-layered approach to internet TV to Europe gives media owners in the region the highest degree of choice and control over the distribution and monetisation of their internet video content," explained Allaire. Brightcove has raised US$82m from investors such as AOL/Time Warner, IAC/InterActiveCorp, The New York Times Company and Hearst Corporation. The company's US clients include Fox, Discovery Channel, MTV and Warner Music Group. Ed Waller 12 Jul 2007 © C21 Media 2007 
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