Google looks set to acquire Next New Networks, home of Auto-Tune The News, amongst others. Its reason for doing so? To gain more traction in the original content sector.
YouTube loves random videos of cats playing with boxes and dogs running on treadmills, it really does. But what it loves even more is original content, both the kind that has been created purely for the Web and the kind that has been created for TV and repackaged for the Web.
Since Google acquired YouTube it has been trying to up the levels of original content, because that is what the company can advertise against. Its Partner program is already quite strong, with some of the chosen few making a living from their positions, but everything can be improved.
Next New Networks The Next Acquisition?
This is surely the thinking behind Google’s desire to acquire Next New Networks, and it may even have done so by the time you read this. Rumors of a deal emerged in December 2010, but in the last week have come to a head.
Next New Networks has built a host of themed new media networks, including Barely Political, Indy Mogul, and Comedy Thunder. Since the company launched in 2007 it has managed 1.5 billion video views and 5 million subscribers.
Talks are said to be in the final stages, with Google expected to pay tens of millions of dollars for the company. For that, Google will gain access to video-makers and add experts in gaining professional content to its workforce.
Next New Networks currently has 65 independent content creators on its books, and they should be able to help YouTube realize its original programming potential once they come under the Google banner. If they do so, because the deal hasn’t been inked quite yet.
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