Shift Happens: Networks opting for widgets
Clearspring is expected to announce that it has been chosen by NBC to be the sole provider of widgets from now on. What is Clearspring and what does this mean for journalism?
Clearspring is a cross-platform widget service based in Arlington, and counts ex-AOL staffers as top management. The theory is that content can be syndicated and monetized in a much more efficient way using a widget rather than a stand-alone dynamic site. I've covered this issue in the past, showing how widgets can be used effictively for advertising, to make a site stickier, to engage users from their desktop and to enable widespread viral marketing in order to increase audience loyalty and site traffic.
The deal with NBC comes just as the company is set to launch a new social site this month. Since early spring, NBC has been saying that it intends to launch "the NBC.com social network, allowing all of our fans to connect with each other and interact with our shows in exciting new ways." Features are set to include personalized profiles, video and photo galleries, blogs, groups, message boards and...yes...widgets.
Clearspring widget for the NBA.
No word yet on what exactly the widgets will do, but Clearspring founder Hooman Radfar explained why widgets are now so important to traditional media on Read/WriteWeb:
...he emphasized the shift he is observing in media companies. He says that these giants are recognizing that broadcasting/silo approach is not going to work for much longer. Instead, the companies are looking for platforms and channels to access the users, to get people's attention anywhere online (this is something NBC rival CBS has also been doing -- in fact, CBS is another Clearspring partner). And this is where Clearspring comes in.
When NBC starts building on Clearspring's platform, it will get a solid platform for delivering widgets to both its internal sites and anywhere else online. The scalability of Clearspring platform has probably been the first major factor in choosing to work with the startup. The second major factor was probably comprehensive metrics. According to Radfar, these metrics are critical in order to be able to monetize the content outside of the typical network portal environment. He explained that context and user interaction numbers will help NBC determine the right monetization model.
I have to absolutely agree. Again, it isn't a particular platform that we crave. It's information - and our unfettered ability to get it, process it, share it and contribute it on our own.
As a side note, CBS has aquired streaming music service last.fm and NBC is making a move towards greater platform diversification. Makes me wonder where FOX and ABC stand...
