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Summary:

TurnHere, a video site founded a little over a year ago, has pretty drastically changed its model, culminating in a relaunch last month, we learned at the San Francisco Video 2.0 Meetup Tuesday night. The company, which launched with the premise of commissioning and aggregating neighborhood […]

TurnHere, a video site founded a little over a year ago, has pretty drastically changed its model, culminating in a relaunch last month, we learned at the San Francisco Video 2.0 Meetup Tuesday night. The company, which launched with the premise of commissioning and aggregating neighborhood vignettes, now primarily produces short-form video for corporate clients.

“We had an unrealistic expectation that this would take off,” said Jared Simon, TurnHere’s senior director of site and business development, who presented at the meetup. Simon said the Emeryville, Calif.-based company had been working on mostly client-commissioned projects for the last six months, but had been having “an identity crisis” before deemphasizing the local videos, which weren’t paying the bills.

The company, which has received funding from William Randolph Hearst III, continues to employ a global network of filmmakers, coordinating projects at a high level of production with what sounds like a lot of room for creativity. “Hopefully we are for the filmmakers a really interesting and short form of revenue,” said Simon.

A typical project, he said — for instance a blurb on a local business lasting a couple of minutes — would be shot in an hour and edited in a few days, at a cost of about $1,000 to the client. Additional services, such as a longer piece or a round of edits suggested by the client, cost extra. TurnHere owns the copyright and gives the client a license to it.

TurnHere distributes videos through its own site as well as Google Earth, Google Local, Google Video, MSN Video, and Yahoo! Video. Clients include Citysearch, Intercontinental Hotels, Discovery Networks, and Simon & Schuster.

TurnHere was one of the first of the current wave of companies trying to explore the potential of enlisting quality filmmakers for web-specific projects. It’s pretty interesting to see it resorting to infomercials.

  1. I’ve known about TurnHere for some time because I’m acquainted with one of their content directors. At first I wasn’t that impressed with the site, but just last week I was looking at it again and marveling at their turnaround.

    My video channel partners and I were just yesterday talking about how this kind of model could make sense on a local level, too. We’re building just that. A network of local content producers (us and our friends) who can create web-ready hip video content fast, cheap, and creative for local marketing clients.

    Lot of us starving artists out there…

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  2. Having worked in the past for a video company that changed its business model a couple times to adapt to less than expected demand, I know how hard it is to reinvent oneself to stay afloat. It’s a tough road. Hope they can make it happen!

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  3. TurnHere’s business model is hopelessly flawed and their overhead will soon topple the company. The funding they’ve received is nominal and filmmakers have long complained about late/missing payments.

    This is their third business model in twelve months. Good luck to them.

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  4. [...] year we related TurnHere’s change in strategy to sponsored videos from neighborhood vignettes. I later wrote [...]

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  5. Another distribution/end market for TurnHere’s videos is Jippidy.com. I think internet videos will change the way small business advertise.

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