Time and TV Guide will begin boosting their video content, and (they hope) attendant ad revenue, thanks to a partnership with internet TV provider Brightcove.

Time is creating an in-house studio to help produce original web video content for its 150 magazines, MediaPost reports. Time.com relaunched last month and already uses Brightcove technology.

Also, TV Guide has teamed with Brightcove to syndicate online video - such as behind-the-scenes footage from hit TV shows and celebrity interviews by Joan and Melissa Rivers - to other news and entertainment sites. Brightcove already hosts the publisher's internet video channel, TV Guide Broadband.

"Working with Brightcove allows us to syndicate our entertainment content to thousands of sites across the web, while enabling us to control the look, feel and presentation of TV Guide Broadband," said Ryan O'Hara, president of TV Guide Channel, in a statement.