NEW YORK: On Tuesday, online video site blip.tv hosted an event to explain its new set of partnerships that will increase the startup's Web distribution.
This week the company, assisted by AOR Rubenstein, unveiled agreements with YouTube, Vimeo, NBCU Local Media NY, and Roku at the company's New York headquarters to its three main stakeholder groups: Web content creators, advertisers, and distributors, said Dina Kaplan, cofounder of blip.tv.
She added that, as part of the company's media outreach effort, it invited reporters focused on business, technology, advertising, and media to the event, along with other stakeholders, including media and advertising partners.
Kaplan said that the company opted for an event-focused strategy because of the visual nature of the technology.
“Talking about a partnership with YouTube is not as powerful as seeing that you can load a video to blip, check a box, and actually see the system transfer it to YouTube,” she said. “So if we were able to demo this to reporters in person, I thought that would be a much more powerful way to describe this message.”
Blip.tv reports it has about 38,000 "shows," and plays 72 million videos each month. It already had distribution agreements in place with a number of platforms, including iTunes, AOL Video, MSN Video, Facebook, Twitter, TiVo, and Verizon.
Kaplan, who worked as a television reporter prior to cofounding blip.tv, explained that blip.tv added partnerships steadily in recent months, but chose to disclose them at once in what she called “the Powell Doctrine of using overwhelming force” to add gravitas to the announcement. She added that while no upcoming events are planned, the company will likely hold future events to announce similar partnerships.
The company asked attendees to mention @bliptv in tweets about the event and announcement, and was “somewhat stunned at the activity on Twitter,” according to Kaplan. The effort's budget was “very small,” she added.