via TechCrunch

Sony is reincarnating its photo and video sharing site Grouper into Crackle, a site focusing on high-quality video content, reports Wired's Epicenter.
Crackle will encourage users to post high-quality content with cash rewards up-front. The site features 12 branded channels and a 16 x 9 high-quality embeddable player.

Advertising comes in the shape of 5- to 15-second ads between videos and banner units on the site, according to TechCrunch.

The site's editors and the community will select the top user-generated content. Producers with the best content will receive rewards, ranging from revenue shares to mid-seven figure production deals.

To its advantage, Sony will blow by other video startups with its own robust distribution network and a 60-person advertising team.

The strength of Sony's brand equity will allow Crackle to attract serious talent. Apparently, producers don't think YouTube leads to artistic discovery.