(iAmplify) paidContent.org - MSLO Starts Selling Downloadable 'How To' Videos; Part Of `Martha University'
06.16.2009

http://www.washingtonpost.com/wp-dyn/content/article/2009/06/16/AR2009061601232.html

David Kaplan
paidContent.org
Tuesday, June 16, 2009; 2:07 PM


Martha Stewart Living Omnimedia (NYSE: MSO) has opened up Martha University, a section of the media company's website that will sell "how to" videos covering recipes, entertaining, home decor and weddings. The videos, which are powered by iAmplify, a New York-based audio and video content distribution firm, will be sold for prices ranging from $5.95 to $12.95.

Speaking at an industry event last month, Martha Stewart told paidContent that this new venture did not mean the company would be abandoning its ad-supported online model. Instead, it is meant to gauge consumers' appetite for pay-to-download video. It will serve as a broader test of how much internet users will pay for content, something every media company is looking at right now. For MSLO, the decision is an easy one, since it has an extensive video library, a large part of which has never been available online.

The videos are grouped into three categories: recipes, decorating and crafts; wedding ideas; and Martha Stewart classics. The latter category is comprised of five of Martha's PBS TV specials that aired from the 1980s through 1990. MSLO offers free previews of the videos, which range from half-a-minute to nearly two minutes.