StudioNow, which has built a nationwide network of thousands of creative professionals providing outsourced, on-location video shooting and editing, is announcing its Video Asset Management & Syndication Platform ("AMS") today. With the move, StudioNow looks poised to enter the crowded video publishing and management platform space, but from the angle of video production partner. Earlier this week I spoke to StudioNow's CEO and founder David Mason and its COO David Corts to learn more.

StudioNow's core business has been linking video professionals to its clients' projects (competitors in this space include TurnHere, Geobeats and others). There have been two primary types of customers; directories like CitySearch (which I wrote about here), who increasingly want to sell video ads to their local customers, yet lack the means to fulfill orders themselves and content publishers who want to add video to their sites, but for a variety of reasons don't have the capability to do so solely on their own. A good example of the latter is Maxim magazine which hired StudioNow to shoot and edit video from 100 different locations around the world for its "Hometown Hottie" feature.

These projects have been managed using the company's video creation platform, which allows all of a project's participants (videographers, editors, client project team, StudioNow producer, etc.) to gain access and manage the project's work flow through to completion. Given the geographic dispersion of project participants, the platform plays a crucial role in tracking projects and keeping them on schedule and on budget.

David explained that as StudioNow has produced these videos, a new problem has cropped up: how to manage them, especially as the quantity grows over time. Originally StudioNow would just FTP the videos to the client and they would manage them using in-house or 3rd party management platforms. But more recently, with clients asking StudioNow to get more involved, the company spotted a need to roll out a full service offering that manages, transcodes (in the cloud using Amazon's services) and syndicates the video to its intended destinations. AMS also enables metadata creation and management and next, analytics. StudioNow is announcing Simon & Schuster as its first AMS customer today.

Add in a player, a CDN offering, and integration with monetization options and it sounds a lot like another new competitor in the video platform space, right? Not exactly, or at least not yet anyway according to David. For now, StudioNow is positioning AMS as an intermediary stop, with video still getting pushed to third-party platforms like Brightcove, Ooyala, Delve, or others that its clients might use.

But from my standpoint, it seems inevitable that StudioNow will add features and become another full-fledged video platform competitor. Assuming it goes that route, its advantage is that it is already a trusted partner to customers on the video creation side. This could be a significant entry point, as more companies conclude they need to offer video to remain competitive. But lacking the capabilities to do so on their own, on-demand video creation services will likely become ever more popular, providing a strong toehold for StudioNow to leverage.

This is yet another example of how the video platform space is continuing to evolve, with newer players finding ways to differentiate themselves.

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