December 10, 2013

Dailymotion Doubles Down on HTML5

Everyone seems to be talking about HTML5 nowadays. From events at today’s DevCon5 conference in Los Angeles, such as “HTML5 Video in a Flash World” and “When to Go Native,” to news that video website Dailymotion is getting involved with Jilion, acquiring the development team that’s been developing HTML5 video technology, HTML5 is on quite a few minds.

It feels like just yesterday that message boards were crying foul when Apple’s (News Alert) iPad didn’t work with flash, but now more companies than ever are scrambling to make their sites HTML5-compliant.

“The player is at the heart of our video distribution platform,” said Cedric Tournay, CEO of Dailymotion. “It is key for us to offer the best experience on the market.”

In such announcements, CEOs are often quite enthusiastic about their recent acquisition, but only time will tell if the partnership was worthwhile for everyone involved.

This partnership will allow Dailymotion and its associates to augment their video using Jilion’s SublimeVideo. The hope is that having such options at their fingerprints will allow content producers, publishers and advertisers to include new customized options, allowing users to integrate video more easily with social media and playback clips with great ease.

Comedy Central’s “The Daily Show” briefly utilized similar features, allowing users to edit their own clips and share them on social media. It’s unclear why the feature was removed (or perhaps it still exists on the show’s website in a limited capacity), but it’s fair to assume that as customization and advanced playback options become more routine, users are most often just trying to avoid watching commercials.

One option that Hulu (NewsAlert) uses infrequently involves the option of watching a three or five minute commercial at the beginning of a TV episode versus having a 90-second clip interrupting the show every seven minutes. More often, though, Hulu is increasing the length of it’s commercial breaks to near three minutes, allowing users no respite from the onslaught of advertising. Unless they want to watch programming on an actual TV—using their DVR.

Edited by Cassandra Tucker


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