Sony’s Grouper Revamped, Renamed

Web-only video is seriously going pro — that is, if the past several days are any indication. Consider: UTA and SpotRunner are funding new Web video incubator 60Frames, Ogilvy Chief Digital Officer Dan Goodman has jumped ship to join a similar operation, and now, Sony-owned video site Grouper has restyled itself as a discovery and promotion engine for high quality video.

Dubbed Crackle, the site has lots of content partners, including fantastic comedy series Mr. Diety, which you can read about in the release. And the advertising strategy seems well thought-out: branded skins for sponsored sections, plus creative ideas like a Sony Electronics sponsorship of all high def viewing on Crackle.

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