Beet.TV has learned that The New York Times will make the embed code of its video clips available to the public by early fall. This means that many of the paper’s videos will be freely used and posted to blogs and Web pages.
This change will be implemented in Q3, according to Diane McNulty, a spokesperson for The New York Times.
Just yesterday, The Washington Post began to offer the code of its clips. Earlier this year, The Wall Street Journal opened up it’s code. (Beet.TV reported first on all three stories a hat trick!)
These big newspapers understand that gaining market share means making their content usable on many platforms, even if there is some degree of risk. There is upside, of course. Through this system, the pre-roll ads that are seen on the site are shared as well and viewed from wherever they are placed.
I think it’s terrific that The New York Times is taking a page from YouTube game book of making embed codes available to everyone. After all, a good part of YouTube’s success has come from the utility of providing embed code.
Below is clip of comprised of two observers of the success of YouTube: Forrester senior Brian Haven and MIT Professor Henry Jenkins who head the Institute’s Media Studies Program. They frame the success of YouTube and the power of sharable video.
The second clip is my interview with Jeremy Allaire, founder and CEO of Brightcove. I spoke with Jeremy in Boston earlier this year about Dow Jones and its plans to share the embed code.
BRIAN HAVEN & HENRY JENKINS
JEREMY ALLAIRE, BRIGHTCOVE
— Andy Plesser
"The New York Times",
"Brian Haven", 
Jeremy Allaire,
Brightcove, 
Online Video
