Yahoo!’s Long-Term Strategy: Diversify - Yahoo Says Hello to Hollywood
(Page 2 of 4 )
To give you one example: why would a company focused on search create an entire Media Group with roots in television? Late last year, Yahoo formed this group in Santa Monica, and hired former ABC television executive Lloyd Braun to head it up. At the same time, it hired Neil Budde, a newspaperman with a firm grounding in the Internet, thanks to his stint as founding editor and publisher of the Wall Street Journal Online edition.
These hires were quickly followed up with more of the same: Shawn Hardin, former general manager of NBC’s Internet group; Ira Kurgen, former Fox Broadcasting executive; and, most recently, David Katz, former senior vice president of CBS. Give yourself a gold star if you spotted a pattern here: one hire from each of the four biggest television networks. Even the Media Group’s offices scream about the connection. Not only are they closer to Hollywood than Yahoo’s Sunnyvale headquarters, but they used to house the home entertainment division of a little company you might have heard of: Metro-Goldwyn-Mayer.
Just what is Yahoo going to do with all that TV talent? It’s worth keeping in mind that it isn’t just looking for folks knowledgeable about the entertainment industry to make up the Media Group. In March, its job listings included a news editor, news product manager, Yahoo finance content producer, and a senior sales producer for news and information. That certainly sounds like Yahoo is looking for more than just people with contacts who can help them make deals with the big TV networks.
Currently, if you look at Yahoo! News, you see news consolidated from several different sources. With the list of talent Yahoo is searching for, however, one wonders if it isn’t looking to get into the news game itself, with its own content. Indeed, the listing for the news editor position stated that if hired, the candidate “will also have the opportunity to help shape the direction of online journalism by contributing to the overall direction and growth of Yahoo News…As such, general knowledge of the news industry and awareness of emerging online journalism trends (blogs, RSS, interactive storytelling) are also required.”
This is not to say that deals with TV networks aren’t potentially in the works. Several people in the industry made some informative observations about David Katz, Yahoo’s most recent hire. Rich Mandler, vice president and general manager of enhanced TV at Walt Disney, said of Katz that “He’s got a real broad perspective on the intersection of content and technology.” Ben Mendelson, president of the trade group Interactive Television Alliance, noted that Yahoo and its rivals were trying to “stretch out past their PC demographic and reach the average Joe who sits in the living room with a remote control,” and that Katz was an important asset to help meet this challenge. Yahoo TV, anyone?
Next: Yahoo Takes Search on the Road – and Other Places >>
More Search Engine News Articles
More By Terri Wells
/ 4 
