Web and mobile content provider, Babelgum, and broadband video site, Metacafe, announced a strategic partnership Monday that they are billing as aligning Babelgum's premium content offerings and mobile technology with Metacafe's audience of around 46 million monthly uniques.
Among the first fruit of the companies' new partnership is a Babelgum-powered Metacafe iPhone application, which features a curated collection of Metacafe videos in such categories as movies, sports, music, comedy, animation and how-to, as well as a selection of professionally produced programming from Babelgum. The app is available free-of-charge in the iTunes Store in the US, the UK, Italy, Germany, France and Spain.
The partnership, which the companies say was initiated by Babelgum's management team and Massimo Armanini of the company's board of directors, has also resulted in the launch of a Babelgum-branded channel on Metacafe, that showcases a selection of film, music, comedy, environmental and urban content from the Babelgum catalog. The companies say that the Babelgum content will be promoted in Metacafe's recently launched premium entertainment hubs (note: see the article published on itvt.com, May 10th) where relevant. Those hubs are devoted to TV Clips, Movie Trailers, Music Videos, Sports Highlights and Video Games respectively. "Packaging content in popular entertainment categories is a win-win for viewers and advertisers," Metacafe CEO, Erick Hachenburg, said in a prepared statement. "We make it easy for consumers to find content that suits their interests and preferences, and we make it efficient and effective for advertisers to reach those consumers when they're engaged in the entertainment experience." Added Babelgum CEO, Valerio Zingarelli: "To us, this is an incredible and winning combination. We're pleased to extend our mobile expertise, following the successful launch of our own US-based iPhone application earlier this year. With Metacafe's reach and Babelgum's professionally produced content and mobile technology, both companies are ensured maximum visibility."
