• by Gavin O'Malley  @mp_gavin, February 6, 2007

As the payment-for-consumer-generated-media model gains traction, online video site Metacafe today plans to announce another key hire in Erik Smith as vice president of content and programming.

Smith--who most recently served as senior director for business development and programming at video streaming services provider MobiTV--will be responsible for building new media partnerships and developing the site's overall content mix.

The independent company--long the focus of acquisition rumors--has been on a virtual hiring spree this past year. By contrast, Metacafe video-sharing rivals like Revver and Guba are presently shedding staff; Guba co-founder Thomas McInerney recently stepped down as CEO.

Earlier this month, the company named Bud Colligan, the former head of software maker Macromedia, as its executive chairman.

In addition, Metacafe recently brought on Mort Greenberg as vice president of sales, and Allyson Campa as vice president of marketing. Greenberg came over from IAC Advertising Solutions, an operating business of IAC/InterActiveCorp, where he served as vice president of media sales strategy and development. Before joining Metacafe, Campa served as CEO of Bravanta Inc., an online incentive programs company that she founded.

Two months ago, Metacafe introduced its producer rewards program, which pays video creators $5 for every 1,000 views of their video shorts. In November, Metacafe attracted 16 million viewers, according to comScore Networks.

Along with Revver and others, Metacafe can now look forward to competition from YouTube, which earlier this month revealed its interest in exploring consumer content compensation.

"The notion of paying content creators is something everybody has to consider now," explained Campa. "We're lucky to have had a head start on companies like YouTube."

Metacafe prides itself on its screening process--also followed by Revver--which guarantees that all posted clips are screened by a panel of volunteers to prevent pirated, inappropriate, or just plain boring material. According to Metacafe, this process makes its platform highly advertiser-friendly.

While at MobiTV, Smith negotiated content partnerships with media brands including Disney, ESPN, Fox Cable Networks, NBC, and Viacom, among others. Smith began his career at Sun Microsystems and DirecTV.

Even before the arrival of Smith, Metacafe was fleshing out deals in Hollywood and Madison Ave. Last November, the company announced a content partnership with Bochco Media and the addition of Steven Bochco to the Metacafe advisory board.