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Microsoft and DivX Eyeing Revver?

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Greg Sandoval over at C/Net reports that Microsoft recently took a tour of Revver’s offices on Sunset Boulevard shortly after Microsoft’s own late entry into the web video market, Soapbox, went live. While Valleywag seems convinced Revver is a cold case like the Elizabeth Short murder, I’m not so sure. To pick a nit with the following passage from Sandoval’s article:

What these companies find attractive is Revver’s ability to embed ads into video files and track when the ads are watched, say industry insiders.

soapbox_divx_revver.jpgThese “industry insiders” must never have coded a ‘Get URL’ actionscript command in Flash, much less Quicktime — an easy way by which Revver can send all the necessary tracking data as a simple GET query to the server. But then this sounds like a deal between VCs eager to roll up their investment and big players eager to purchase some credibility. Hopefully, it won’t negatively affect the rank and file toiling away on Sunset Boulevard.

If I were counseling possible investors in Revver, I would argue that their value is in the community of content creators and production professionals they bring to the table — not their advanced technology, per se. What Microsoft would really be purchasing is a development team that built the Revver API to enable publishers. Not a bad thing, at the right price.

Update: CEO Steven Starr says Revver’s not for sale.

6 Responses to “Microsoft and DivX Eyeing Revver?”

  1. Ty Graham is launching soon. There are very few people that realize the secret to solving the monetization issue. Soon, everyone will get blip’d! [patent-pending] technology!

  2. I don’t know, I think you’d be surprised. After all, abandoning a large archive of video shows (as well as all the viewers subscribed to you via that feed) is a little more difficult than just ignoring Friendster friend requests.

    For instance, Lonelygirl15 is still publishing stuff to YouTube, even though they also have a MySpace page and their own domain now — there are definitely better ways to monetize the show, but you can’t just drop that audience.

  3. you have a clear misunderstanding of the industry. the creators will go wherever there is money and distribution. they have as much loyalty as people in a social network did to Friendster. within a year, YouTube, MetaCage, Break and probably everyone else will share revenue.

    Micro or DivX buying revver might accelerate somt things – but that is usually only worth a couple of million. From the outside, seems pretty easy to build.