In Depth
Sony Transforms Grouper Into Crackle
Sony Pictures Entertainment is rebranding its Grouper video-sharing Web site as Crackle, seeking to draw aspirational producers who want access to the company’s Hollywood production resources. Sony purchased Grouper in August 2006 to get a foothold in the video-sharing craze that spawned industry giant YouTube. In transforming Grouper into Crackle, Sony executives said low-quality user-generated video isn’t a viable business. Crackle is trying to cultivate higher-quality submissions by giving Hollywood hopefuls access to industry executives, multiplatform distribution and cash incentives. Crackle’s competition includes several other online studios, including Veoh, Next New Networks, ON Networks and Michael Eisner’s Vuguru. "We have a unique offering that Veoh or any other start-up can’t match. We are part of a studio and we are going to use that," Josh Felser, co-president and founder of Crackle, said.
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