There is an increasing demand for web video amongst numerous media outlets like magazine sites, according to Ashley McKenzie, CEO of MyVideoRights, a start-up firm that gathers video content and grants the right to commercially exploit them.

MyVideoRights hopes to act like a middleman between "smaller" content owners who might not have the ability to negotiate with bigger firms and "smaller" publishers whose audiences might not be large enough. The company may become "the Getty Images of video entertainment".

The start-up intends to syndicate videos to outlets and to adjust the application programming interface (API) of media players so that video clips are available to editorial staff. McKenzie wants to provide immediate "rights-cleared, advertiser-friendly content".

Source: Paid Content