MSN Enters Original Content Fray

Microsoft said it was getting back into the business of original content on Wednesday with a new "MSN Originals" initiative. Unlike its previous stabs at content creation, MSN is leaving production duties to the professionals: Reveille--the company responsible for popular NBC shows like "The Office" and "The Biggest Loser"--is developing original pilots and branded entertainment opportunities for MSN, while Web media startup BeJane.com has been tapped to create a women-centric home improvement series.

Rob Bennett, MSN's recently appointed general manager of entertainment and video, said it was too early to announce sponsor partnerships, but emphasized that the initiative will create opportunities for ads and branded entertainment.

"We're focused on giving marketers the ability to connect with our audience," said Bennett, adding that more production partnerships are in the works, and will be announced over the course of the year.

Once seen as an online pioneer in original content, MSN will now have to play catch-up with rivals like AOL and Yahoo. As early as 1996, MSN was pouring millions of dollars into original content. Soon each of its various projects would fail--possibly, said Bennett, because most consumers were connecting from dial-up lines that were far too slow for online video.

"Broadband penetration and consumers' embrace of online video is a very important change," Bennett said. "Media companies and advertisers are very receptive now. The technology has evolved."

One problem, with regard to Web programming, is the fact that a clear definition or litmus test for its success has not been reached, commented Gayle Troberman, MSN's director of branded entertainment and experiences.

"There are still too many interests thinking differently about what defines a hit," said Troberman. "If we can deliver one, two, or five million consumers with content and advertising that is closely targeted to them, that's a hit by any definition."

As part of the deal with Reveille, MSN has exclusive first-look rights at any Web content Reveille develops over the next year. MSN has created original content over the past ten years--on its auto section, for example--but not on the scale of "MSN Originals," a company spokeswoman said.

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