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Back in August, we mentioned that Comcast was working on something called “Watchable,” its attempt to cash in on the curated online video craze that all the marketing and advertising kids are talking about. We also hoped that “Watchable” was just a working title, because it’s not exactly an astounding endorsement of quality. Today, Comcast announced that it’s indeed launching Watchable, so-so brand name and all.
Like other curated video services — all of which seem to promise the best of the Internet — Watchable posts video clips from a few dozen “digital partners,” like BuzzFeed and Vox, both of whom recently received substantial financial investments from Comcast.
In addition to other Comcast/NBC products, there are also clips from a couple dozen others, including The Onion, Vice, Machinima, Mashable, POPSUGAR, Fast Company, and everyone’s favorite high-energy-beverage-cum-online-video-content-provider Red Bull.
“We think Watchable can be a unique place that curates and distributes the best content from some of the most recognized brands and producers on the web,” writes Comcast Cable’s Chief Business Development Officer Sam Schwartz. “Plus, many of our Watchable partners have not traditionally had distribution on the TV and we can give them a path to reach new audiences and further monetize their content on the biggest screen in the home.”
What’s not stated in there is the advertising money that Comcast stands to make from these videos — if it can get people to watch them.
Online video ads command a nice bit of change — and unlike banners and all those other boxes you ignore when browsing the web — you can’t use an ad blocker to stop some 15-second commercial from playing before you get to that video you want to watch.
Though Comcast is integrating Watchable into its X1 platform for its cable customers, the streaming service is available to anyone via Watchable.com. There is also an iOS app for iPhone and iPad users.
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