Orange Ramps Up Content Focus With Dailymotion Acquisition
Posted by Shirley Brady on January 25, 2011 12:00 PM
France Telecom's Orange has been ramping up original content and social marketing, such as The Feed, a blog promoting "weekly bits of fun" including Twitter campaigns around hashtags such as #winterwarmer (above), #secretportraits, and #singingtweetagrams.
It's serious enough about original content to acquire 49% of France's Dailymotion video site, and will own the entire business by 2013.
"This operation once again illustrates the role that Orange intends to play in the content value chain. Although we are no longer publishers ourselves, we are strengthening our position in the fields of aggregation and distribution," comments Orange CEO Stephane Richard to the Wall Street Journal.
Last week France Telecom announced it will form a joint venture with Canal Plus Groupe, a unit of Vivendi, to merge its cinema channels with Canal Plus's movie channel TPS Star. Orange also recently partnered with Deezer, a music downloading site, to create an online news kiosk, "all part of an effort," notes WSJ, "to offer clients better deals at a time when data traffic on the Internet is exploding, mainly due to consumers watching more and more videos on social networks."
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