Video Mag Format for Niche Marketing

AdAge reports that the University of Texas will launch an online video magazine for Longhorn football fans. Pitched as "reality TV via the Net," subscribers will receive four issues with over 200 hours of video footage, interviews and behind-the-scenes commentary exclusively available in the "v-mag" format. The video platform will also sell fan-targeted products and services, as well as traditional interstitial advertising.

The thinking behind this marketing program is emerging in other markets, and in other formats. According to Yahoo!/Reuters, niche-targeted footage and exclusive behind-the-scenes content is driving DVD sales for many reality TV shows. Watch for an increasing number of subscription-based, bonus-footage websites launched in parallel to reality shows. Search, and various incarnations of recommender engines, provide fertile grounds for significant revenues based on the aggregation of niche demand for exclusive content. This is the tip of what promises to be a very large iceberg. 

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