Video Search From a TV Network Perspective

Mar 2, 2008  •  Post A Comment

As consumers increasingly use and search for video online, some television networks are refining how they structure their Web sites so they can optimize video viewing.
For instance, Lifetime layers video throughout its Web site rather than just posting clips in its “video lounge,” said Jason Revzon, director of business development for Lifetime Digital Media. That way, if consumers search for Lifetime show “Army Wives,” for example, they would find clips scattered among various content locations like a cast or bio page, he said.
That sort of ubiquity has helped the site increase video viewing in the last several months.
In the fourth quarter of 2007, Lifetime saw a 139% increase in total video streams at www.mylifetime.com, compared with the third quarter of 2007. Also, viewers spent 47% more time with video in the fourth quarter compared with the quarter before, according to FeedRoom Media Analytics provided by Lifetime.
“We do have a video lounge where all the video is, and we also embed the player into other pages,” Mr. Revzon said.
That’s because those other pages will return higher in search results than a page that contains only video. Housing video on additional pages increases the likelihood the video will be watched.
—Daisy Whitney

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