Yahoo has redesigned its video site to make it a central repository for the video content spread out over its various other sites, a move it expects will draw more viewers and attract more advertising.
The new version of the site is called Yahoo Screen and it will be in beta mode for now, while the existing site, Yahoo Video, remains online. Yahoo will continue to feature video content in context in its other sites, like Yahoo News, its homepage and Yahoo Sports, but it will also aggregate those clips in Yahoo Screen.
The goal is to make it easier for visitors to find professionally produced video content, which is the focus of the Yahoo video strategy, since the company removed amateur clips from Yahoo Video earlier this year.
Yahoo has also built up a team of content editors for Yahoo Screen that gives a much larger human editorial element than Yahoo Video has had, said David Rice, Yahoo's vice president of media properties. "Technology meets the human touch in Yahoo Screen," he said.
Yahoo Screen's navigation plan also offers improvement over Yahoo Video's through new category sections, he said. The site also emphasises a variety of ways for viewers to share content through social media channels and to engage, including the ability to create custom channels.
In addition, Yahoo is unveiling eight new original web shows aimed at women between the ages of 25 to 45, which the company considers a "key demographic" for online video.
The revamped video site, along with the new slate of professionally produced Yahoo shows, is expected to boost the appeal of Yahoo video content for advertisers.
In August, YouTube led the online video usage market with 162 million unique viewers and 3.5 billion viewing sessions, according to comScore. Yahoo ranked sixth with 45.5 million unique viewers to its sites and 238 million viewing sessions, comScore said.
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