I think it's a really smart idea. How-to content is huge. Amateur videos of esoteric hobbies can get a quarter million page views in a couple months. I think the biggest risk they are running is trying to produce in super high volumes. I think this will lead to less compelling content. At first they can make it up in volume, but if they have success it will be relatively easy for domain experts to copy their approach and produce relatively fewer videos, tailored to the field, which will lead to higher CPMs.
The other big opportunity is using video as a gateway to ecommerce. QVC is the 2nd highest grossing tv station. There is definitely an opportunity to take this model to the web.
The other big opportunity is using video as a gateway to ecommerce. QVC is the 2nd highest grossing tv station. There is definitely an opportunity to take this model to the web.