Microsoft’s MSN, which has made local content a focus as part of its recent home page redesign, is now adding local video clips to its pages as the result of deals it has reached with NBC (NYSE: GE) Local Media and Hearst Television. Starting in January, MSN will include about 3,000 news video clips each week from Hearst and NBC, covering 35 markets. U.S. MSN Executive Producer Scott Moore tells us that under the terms of the partnerships, MSN will monetize the video content itself and then share the resulting revenue.
The clips will be added to Microsoft’s new MSN ‘Local edition’ pages, which aggregate local weather, traffic, news stories and restaurant reviews corresponding to a user’s location. Those pages already include some local video content — including in Seattle, where I live, video summaries of the weather from the Weather Channel.
But Moore says that the portal expects to add additional content to its local pages as their audience grows. He says that in the month since MSN announced the ‘Local edition’ there’s been significant interest from both potential content partners — and from advertisers. Currently, he says, only a “really low” percentage of MSN’s total advertising revenue comes from local advertisers — something that Moore says should soon change with the introduction of new content, as well as advertising products.
MSN’s local push is going up against new local efforts from AOL (NYSE: AOL) and Yahoo (NSDQ: YHOO). We outlined those efforts in a post last week.