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Sony's Grouper Gets a Crackling Makeover

17 Jul, 2007 By: Billy Gil

The Sony-owned video Web site Grouper is re-launching as Crackle (www.crackle.com). The site will focus on video from up-and-coming talent, such as comedians and animators, on dedicated channels, rather than the everything-goes approach of sites such as YouTube.

Through partnerships with Sony Pictures Animation, Sony Pictures Imageworks, Columbia Pictures, Sony Pictures Television and IMPROV Comedy Lab, among others, Crackle will give green talent the platform to reach industry heads. One such avenue is a quarterly contest on Wet Paint, the site's animation channel, with a cash prize and chance to pitch Sony Pictures Animation executives.

Crackle also offers syndication across Sony devices, such as the PSP, VAIO and BRAVIA; IPTV; and Web networking and viral distribution on other sites such as MySpace, Facebook, hi5, AOL, Piczo and WordPress.

“Crackle's irreverent editorial team, with a little help from our viewers, programs our provocative and entertaining channels for an audience of 25 million monthly unique users,” said Josh Felser, founder and co-president of Crackle. “We reward the best video creators with Crackle funding, promotion, syndication and even greater exposure to our large media partners.”

Sean Carey, senior EVP, Sony Pictures, said: “The evolution of online video will bring viewers more professionally produced material. Crackle will provide this next wave of creative talent a forum that will give them the exposure and recognition they seek and deserve.”

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