Hearst is the first magazine publisher to partner with Next.TV, a service that allows Hewlett Packard laptop owners to watch television and video programs on-demand over the Internet. Hearst brands offering original video programming to this platform include CosmoGIRL!, Good Housekeeping and Marie Claire. The partnership was established through Hearst’s Digital Media division.
For Hearst, Next.TV provides a way to syndicate original video content to millions of potential viewers and extends the brand beyond the magazines and Web sites, according to Chuck Cordray, vice president and general manager, Hearst Magazines Digital Media.
The move comes on the heels of Esquire‘s announcement of a partnership last month to produce 45-second video interstitials with MOJO, an HD channel. The jointly-produced spots are based on Esquire content from its "The Guide" section. MOJO, in turn, bought ads in the magazine.
Next.TV is free and available online to consumers through HP QuickPlay, a program offered via a Web update on HP laptops shipped with Microsoft Windows Vista since January 2007. HP consumer notebooks will come pre-installed with updated QuickPlay, including NEXT.TV, in early 2008.
Next.TV programming is supported by highly-targeted advertising that draws on the power of the Internet, according to a Next.TV release.