The New York Times's About.com will syndicate video content on Expo TV, an on-demand TV and broadband network for product demonstrations and reviews, reports ClickZ. About.com video clips will become part of Expo TV's "expert buying guide" TV programming, including categories such as "House and Home," "Beauty and Health" and "Travel."
Advertisers include Microsoft, Honda and Nationwide; they will run pre-roll ads before the video content. About will not play a role in selling the ads.
About is attempting to extend its brand beyond online publishing and is apparently in talks with other potential syndication partners. The syndication effort could help establish About as a multi-platform video content developer. It laid the groundwork for syndication through a deal Brightcove in February.
