Gawker launches Gawker.TV, produces original video content
Earlier today the blog network Gawker announced its latest title: Gawker.TV.
The new site aims to act as a curator for the best videos on the Web. A quick sampling of the front page and users will see videos like the four-minute mashup of all of the great viral Internet videos or a roundup of the most shameless TV product placements.
“It will be mixture of original video, web finds, TV grabs -- mainly videos that we couldn't run on the front of Gawker.com,” said Gawker publisher Nick Denton.
Gawker.TV's content will largely be driven by user tips filtered by a small editorial staff. For a new blog, such a strategy would take months to pan out, but the site has the luxury of utilizing referrals from Gawker's ten other blogs making building a new community of tipsters and readers easier for the video site.
Gawker's new strategy is in contrast to the many publishers that are deciding that the medium is expensive and too difficult to monetize. Denton said that while he thinks that some brands would want to anchor campaigns on Gawker.TV, the company is monetizing the site as if it was another blog. The company is known for running a lean operation, so my guess is that the original video will be low-cost and quickly produced.
The site does not even use its own embedded flash player and has no problem using YouTube's bandwidth for posts.
Gawker.TV plans on releasing its first original video content on Friday. Denton was tight-lipped about the details only telling eMediaVitals that it was a customer service ambush video that relies on the element of surprise.