Time Inc., which purchased ad tech network and Myspace owner Viant earlier this year, is planning to publish 40,000 pieces of video content in 2016. To help achieve this ambitious goal, Time has partnered with New York City-based Wochit, a startup that helps online publishers produce short videos. Wochit provides pre-licensed content, editing tools and publishing options for social media and mobile platforms. The service analyzes article text and finds related graphics, photos and videos to build a video. Publishers can then add voice-over, music and more.
“For a smaller publisher, Wochit might be the platform that allows it to publish any videos at all,” reports TechCrunch. “But for a large company like Time Inc., it’s more about complementing existing production capabilities — editorial teams can use Wochit to create videos quickly and affordably in situations where it might not otherwise be doable.”
Time Inc. brands including Entertainment Weekly, Fortune and People have been using Wochit during a pilot program.
The deal announcement links to videos created with the Wochit platform for brands such as EW (illustrating the news flash “kind of opening that grabs the attention of a viewer”), InStyle (the “one-minute crash course in the best new TV of the summer balances still photo assets with video clips from the series”), and Health (featuring “excellent use of voiceover”).
“Partnering with Wochit gives us a powerful tool to further accelerate the volume of our real-time video productions, which we can integrate at the deepest levels across our sites and social channels,” said Brendan Fong, Time Inc. VP of business development.