Cable’s answer to the NewFront? Discovery buys Revision3

With digital companies like YouTube and Yahoo making aggressive pitches for cable ad dollars, one of cable TV’s stalwart programmers, Discovery Communications, rendered a bold response Thursday, purchasing top digital program provider Revision3 for $30 million.

Fear and loathing at NAB 2012

If this week’s NAB Show is any indication, by 2020 “broadcasting” is a term that will be foreign to anyone under 40. Based its programming, it seems that pretty soon no one will be concerned about how content is distributed — just whether or not it’s good.

Revision3: our favorite Diggnation moments

The hosts of Diggnation are finally getting off the couch at the end of the year — but what moments were their favorite over the course of the show’s seven-year run? We asked David Prager, Alex Albrecht and Jim Louderback that question. And we found videos!

lonelygirl15 Creator, Epic Fu’s Diaz Elected to IAWTV Board

The International Association of Web Television today announced the five new members of the Board of Directors, chosen in a special election after five of the original board members — Brady Brim-Deforest, Josh Cohen, Marc Hustvedt, Mo Koyfman and Jamison Tilsner — stepped down.

5 Questions With…Revision3 CEO Jim Louderback

Revision3 CEO Jim Louderback’s been in the digital space for over 20 years. Today, he adds a new word to our database of Buzzwords People Hate, defends Annoying Orange and addresses whether or not Rev3 will ever reach out to demographics beyond the 18-34-year-old male.

How I Learned to Stop Worrying and Love the Pre-roll Ad

Revision3 CEO Jim Louderback contributed an interesting article to Adage.com today, expressing his distain for pre-roll ads and at the same time predicting that the format will stay around, simply because it happens to be the most effective form of advertising in the online video space to date. Louderback knows what he is talking about, because he’s been on both sides of the argument. “I once promised that there would never be a pre-roll at Revision3, but I was eating my words within a year,” he writes.

Louderback still doesn’t really like pre-rolls, and he fears that they might hinder virality and in turn kill the very same plant they’re supposed to nourish. I think those fears are valid, but it’s not fair to hold them against the format per se. Pre-rolls have not only survived because everything else failed, but because the format itself and the content it’s meant to monetize have been changing. In fact, these changes have caused me to change my mind as well: I used to hate them, but now actually prefer them over other forms of advertising.

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