Curated videos offered as YouTube alternative

LOS ANGELES -- Ilya Pozin's 2-year-old daughter wasn't about to abandon daddy's comfortable lap. But Pozin had to manage his successful e-cards company, so he'd entertain Paisley in his home office by playing cartoons and educational videos off YouTube on a second monitor.

It proved to be a chore. Every few minutes, he'd have to hunt for and vet a new video as antsy Paisley pleaded for more Elmo.

"As a new father, I started learning how to change diapers, but I didn't know becoming an expert of children's video content had to be on my list," Pozin said.

Though incredibly popular, Google-owned YouTube has frustrated many consumers who, like the Pozin clan, would prefer a more laid-back entertainment experience. Pozin's modern parenting problem led him to form a startup a year ago in Los Angeles, Pluto.TV, that aims to make Web viewing in nearly any genre as mindless as firing up cable or satellite TV.

But as Pluto took off, it turned out the website and mobile app hadn't simply addressed consumers' gripes with content discovery on YouTube. Video makers, who crave more revenue from their online creations than YouTube provides, began flocking to it as well, including digital studio Funny or Die, Walt Disney Co.-owned Maker Studios and QVC.

Pluto and the several other California companies reimagining the experience of watching videos made for the Web are unlikely to unseat YouTube any time soon. But the competition is welcome news to the fast-growing online video community.

"YouTube has blown the door open for mainstream consumption of online video," said Pluto Chief Executive Tom Ryan. "But by curating the best of the Web and delivering that in a familiar experience across any device, we're able to become one of the pre-eminent video apps."

Pluto is designed as a channel guide for the Web. A video -- often embedded from YouTube -- starts playing when the interface is loaded, providing "white noise" during channel surfing like a TV does but YouTube doesn't.

Pluto.TV created more than 100 channels, and about 15 employees wander the Web deciding what to air on them. Nickelodeon might run shows geared toward 3-year-olds in the morning and pre-teens in the afternoon. But Pluto.TV constantly runs a handful of children's programming channels with each one aimed at a different demographic.

Pluto's channels cover music videos, news reports, action sports and video game commentary. Channels also play just comedy skits, or real estate videos, or lifestyle and fashion content. To traditional regional TV providers, some of the channels might seem like they target a tiny, niche audience. But on a global basis, they're big, Pluto contends.

Programs on Pluto must be consumed live or "DVR'ed." Enamored by the set programming schedule, some companies have turned to Pluto to premiere or air specials. Exclusives have included coverage of this year's Comic Con pop culture convention, the 2014 Asian Games sporting event and a marathon of online sitcom Real Adult Feelings.

Using human curators gives Pluto an elite feel that's appealing to content owners, Ryan said. He's not a fan of using just social recommendations or algorithms to unearth quality content.

"We're creating channels like a studio, and we're programming channels like a network and aggregating audience like a cable operator," Ryan said. "We can't be good at all of those things at scale, so we're focusing on one and three and partnering with the best programmers."

Last month, Pluto announced $13 million in investment from United Talent Agency, British broadcaster Sky and Silicon Valley venture capital firm U.S. Venture Partners. Pluto is making money from advertising and shares an undisclosed amount of revenue with partners.

SundayMonday Business on 12/22/2014

Upcoming Events