AOL Video, still
bright as a button

Today AOL shall announce plans to pass its video content management responsibilities to Brightcove. Until now, the company managed video internally.

Brightcove inherits complete access to AOL's online video platform, as well as control over content played, playback duties and possibly ad partnerships. The transition will wrap early next year.

AOL Video launched about two years ago. In August of this year, a major relaunch invested the site with improved community features, as well as content partnerships with companies like ESPN, MTV and Discovery Networks.

At the time, AOL parent Time Warner contemplated splitting AOL's advertising and content businesses from its waning internet access arm — suggesting the company is still having trouble pulling its own weight.

But SVP Fred McIntyre denied allegations that AOL's decision to dump video content management on Brightcove reflected an inability to manage its new media assets. "This is about focus and perfect timing," he said.

"Handing content management over to Brightcove will allow us to refocus our efforts on our expertise in search and discovery with Truveo, and ad optimization with Platform-A and Lightningcast."

In addition to AOL, Brightcove manages ad delivery for Fox Entertainment Group, CBS News and InterActive Corp., which, like AOL, also explored a major restructuring, owing to plans to focus more closely on online advertising.