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Yahoo! rolls out updated original online video strategy

March 16, 2009 — 9:24am ET | By Pete Wylie

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As Yahoo! goes through a major management shift with Carol Bartz taking over the CEO position from founder Jerry Yang, the search company is revamping its online video strategy. Yahoo! attempted several original online video programs in the past, but saw them crash and burn as they were too TV-centric and did not address market needs.

Former Yahoo! original online video series ideas included traditional length sitcoms and talk shows, such as the Pepsi-sponsored "The 9." Now, Yahoo! is back with targeted, shorter original online video series that it is hoping will give it a more prominent position in the online video ecosystem.

"Spotlight to Nightlight" is the first of the new crop, and it will feature famous mothers sharing humorous anecdotes about the intersection of motherhood and fame. Yahoo! expects the Ali Landry-hosted show to connect with a female audience for lead sponsor State Farm Insurance. Yahoo! also has seen success with a short recap of primetime television call "Primetime in No Time," which it claims is viewed 400,000 times a day.

Yahoo!'s new model appears to be focused on the sort of branded, targeted entertainment content that tends to perform well in the Internet video arena. Seeking out corporate sponsors provides a viable revenue stream for the content, especially if it proves to be popular, as Yahoo! can leverage its valuable and highly trafficked home page to promote its video offerings.

For more:
- see The New York Times article here