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GoPro launches video & image licensing platform; shift to media biz


Camcorder maker GoPro has launched a content licensing portal for global ad brands and ad agencies to license videos and images. The content will be provided by GoPro as well as GoPro ‘creators’. The company claims that the portal will help professionals clear copyrights and likeness rights, provide access to creators’ content, search, download and preview content to license for use in ads, news and other media.

GoPro Licensing will offer content merchandising, search and filtering through meta data, video previews, video preview sharing, downloading in different file formats with batch downloads enabled and watermarking for secure use of pre-licensed content. For licensing, it will have a workflow, control of access (only approved agencies will be able to access and license content) and reporting and tracking license requests.

Pricing not yet disclosed: An Engadget report stated that GoPro has not divulged the pricing points of the content that it is looking to license and distribute, either on a per download or otherwise basis. But a company spokesperson told Engadget that its priority was ‘to get money back into the hands of its athletes and community’. A BBC report, however, stated that the videos would start at $1000 for 6 months’ use, and GoPro would take an undisclosed cut from it. It adds that at launch there are 603 videos on offer and this includes videos in 4K ultra HD format.


Shift to becoming a content company: In a May 2014 Variety article, GoPro stated that it was in the process of expansion to producing content, moving beyond its traditional hardware business. Adam Dornbusch, GoPro’s head of content distribution, told Variety that they were ‘turning into a content company; the camera was the tool to get to content’. Dornbusch also added that the length of the content did not matter to them. Apparently, the airline Virgin America and Xbox already stream GoPro’s videos through a dedicated channel.

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The report added that at that time, the company was seeking licensing deals with partners who’d pay for content. This would give GoPro a way to monetise the 100 athletes and over 50 events which it sponsored every year.

No revenue from YouTube channel: A May 2014 Quartz report states that GoPro made $362 million in 2013, most of it from selling its Hero cameras and its accessories. The report claimed that GoPro had not generated any revenue from its GoPro Network, including its YouTube channel and social network profiles. Apparently, it loses money on its media arm which commissions professional videos shot on GoPro.

Image Credit: Flickr user Lars Rosengreen

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