Sony Pictures Entertainment has recast Grouper, a video-sharing Web site it acquired last year for $65 million, to attract a more professional caliber of contributed content. The strategy is to differentiate Grouper, which has now been renamed “Crackle,” from the more amateur video-sharing sites such as YouTube. This not only will help Crackle’s content stand out in the avalanche of user-generated content on the Web, but also differentiate the site for advertisers.
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Sony ReGroupers to Take a Crackle at Talent Search
Posted by: Erika Morphy July 16, 2007 02:22 PMSony Pictures Entertainment has recast Grouper, a video-sharing Web site it acquired last year for $65 million, to attract a more professional caliber of contributed content. The strategy is to differentiate Grouper, which has now been renamed “Crackle,” from the more amateur video-sharing sites such as YouTube. This not only will help Crackle’s content stand out in the avalanche of user-generated content on the Web, but also differentiate the site for advertisers.