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Joshua A Braun

Print publication date: 2015

Print ISBN-13: 9780300197501

Published to Yale Scholarship Online: May 2016

DOI: 10.12987/yale/9780300197501.001.0001

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Engineering for the Conversation Economy

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Joshua A. Braun

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Yale University Press
DOI:10.12987/yale/9780300197501.003.0005

This chapter examines the “off-site” and mobile distribution of MSNBC video, including the development of functionality that allowed the video player to be embedded on users' personal websites and various technical solutions developed or purchased by MSNBC.com for piping its video to phones and tablets. It discusses the involvement of a range of “business-to-business” distribution firms whose goal is to develop and sell video players, search functionality, and other white-label products that bear the brand of the content provider rather than the manufacturer. It also considers the role of these “business-to-business” companies, dubbed “transparent intermediaries,” in creating the business models used by media companies in the online video marketplace. The chapter concludes by showing how MSNBC.com tailored many of the features of its video player to the demands of the conversation economy.

Keywords:   distribution, video player, MSNBC.com, business-to-business distribution firms, transparent intermediaries, media, online video, conversation economy

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