Posts for 'Yahoo Screen'

Yesterday, Variety broke the news that Yahoo has shut down its Yahoo Screen video site/app, dispersing its content throughout the broader Yahoo site. Yahoo Screen was a marquee initiative of company CEO Marissa Mayer, so its demise surely signals the end of Yahoo’s video ambitions. Despite Yahoo Screen’s stellar mobile design, it ultimately fell victim to a completely incoherent content strategy. Yahoo Screen’s failure provides lots of lessons for other video providers scrambling these days to find their place in an increasingly noisy landscape.

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The WSJ reported last night that Yahoo is joining the long-form original programming fray, looking to order four TV-style programs with budgets in the $700K-several million dollar range. Such a move could up the company's profile, yet it seems like further evidence of a very murky online video strategy.

Yahoo CEO Marissa Mayer has been saying that video is a priority for the company since she took the reins nearly 2 years ago. In that time Yahoo has been active, landing Saturday Night Live's catalog and certain shows from Comedy Central, recruiting Katie Couric as its "Global Anchor," and launching an excellent mobile video app Yahoo Screen.

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Mobile is emerging as the locus of innovation in the video user experience, with yesterday's unveiling of the new Yahoo Screen app as the latest evidence. Content providers appear to have realized that the tablet, in particular, offers a new navigation canvas that enables elegant design and graphics with intuitive touch-based interactivity. Combined, the user can be immersed in content to an unprecedented level.

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