Jumping on the growing interest in Web-to-TV watching, Condé Nast’s digital arm has signed a deal with Internet startup Boxee that will let people watch its Web videos from their living rooms.
Through its free software platform, Boxee is one of a growing number of companies that’s letting people watch personal and Internet video content on their TV by connecting it with their computer.
Boxee has a social component as well: Users can recommend videos they see on Boxee to friends and other Boxee users via social networks like Twitter.
Initially, Condé Nast will distribute video and photo content on Boxee from Wired.com and Style.com, two sites chosen for their divergent audiences (techies and women), said Richard Glosser, executive director of emerging media for Condé Nast Digital.
The company expects to eventually add content from its 23 other sites, which include Epicurious.com, Glamour.com and VanityFair.com.
Boxee already features video content from Time Inc.’s Sports Illustrated alongside content from sites like CBS and Comedy Central, but Condé Nast is the first magazine company to have multiple brands on board, said Andrew Kippen, who heads up marketing for Boxee.
Glosser said the hope is that the Boxee agreement will expand Condé Nast’s video audience by exposing its content to Boxee’s claimed 600,000 users, thereby creating a new outlet for video advertisers.
“There is such a volume of high-quality video content on our sites, and I think there is a great demand for it in a living room environment,” he said. “They’ve created an open platform…that [not only] lets a computer be connected to your TV, and that allows content to be viewed in [an] intuitive way; but also combines it with social networking.”
Launched in 2008, Boxee is funded by General Catalyst Partners, Spark Capital and Union Square Ventures.