Video search site blinkx seems to announce at least one new content deal per week, so we don’t even try to cover all of them. Today CTO Suranga Chandratillake called to say the company had tied up Dow Jones Online, pulling video feeds from WSJ.com, MarketWatch.com, and Barron’s directly into blinkx’s search engine.
The news video will be available on blinkx’s destination site as well as through its syndicated search engines, which are integrated into sites like Lycos — another side of Chandratillake’s near-constant deal-making. However, the Dow Jones deal does not put blinkx video search on Dow Jones sites. Also, while the feeds are currently only distributed through blinkx, the deal is not exclusive.
Dow Jones has a dedicated audience, especially for the Wall Street Journal site, but its paywall and lack of reputation for video discourage people from seeking it out, said Chandratillake. The media company is waking up to the fact that its free video content may do well if it’s distributed off the main sites. On the same front, Dow Jones launched a branded video player with Brightcove in November.
blinkx has little to lose in these deals. The company hasn’t signed a big enough fish to make itself profitable, but its costs are quite low because it uses content owners’ own video streams whenever possible, according to Chandratillake. He wouldn’t disclose traffic numbers, as much activity happens on its partner sites rather than at the blinx homepage. Update: We asked comScore for an estimate and they replied that traffic to blinkx wasn’t sufficient for them to report it.