TheCrane.tv

TheCrane.tv
Premium Online Video Magazine
Startup/business
Zug, Switzerland Switzerland
http://www.thecrane.tv
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Company description
TheCrane.tv is the premium online video magazine for contemporary culture. Our 1-5 minute interactive clips feature a fresh look at what’s going on around the globe in Culture, Art&Design, Lifestyle, Fashion, Ideas, Travel and Ecology. Community driven and produced in the heart of the creative world, we offer today’s readers of lifestyle magazines an interactive, rich media and on demand alternative. Anchored in the key centres of the creative world (New York, London and Paris), like a construction crane, we elevate talents and ideas onto a high calibre online platform.
Business model

TheCrane.tv AG is a Swiss online media company and operationally based in London, Paris and New York; publishing an online video magazine via its website (www.thecrane.tv) for contemporary culture targeted at the +50m readers of today’s lifestyle print magazines.

 

The magazine features interactive video clips on a broad range of style orientated, entertaining, relevant and up-to-date content ranging from Art, Design, Fashion to Travel. Today’s readers of lifestyle magazines (e.g. Vogue, Wallpaper, Monocle…) are offered an interactive, rich media and on demand alternative and the $200bn premium goods industry, currently engaging their target demographic only to a limited extent on the internet, with an appropriate online home mirroring the editorial control, premium content and sophistication of print magazines.

 

A significant competitive advantage over paper magazines is TheCrane.tv’s ability to transform its content into e-commerce enabled. Inhouse developed technology allows the creation of in video hotspots on selected products (e.g. cars, coats, furniture, handbags, paintings, shoes,…), therefore reducing the customer’s path from desire to transaction to one click.

 

TheCrane.tv’s content is produced by its international network of creative, opinion leading videomakers and lifestyle scouts, edited by a team of established print media specialists, viewed and rated by a community of affluent online viewers.

 

TheCrane.tv’s business model is based on four sources of revenue:

 

·        Higher value advertising in meaningful consumer-brand dialogues

·        Impulse consumer transactions at the height of their emotional involvement

·        Content syndication (New York Times, NBC, Asmallworld, Designhotels, …) and Market & trend research

Competitive advantage

TheCrane.tv differentiates itself from its competitors – lifestyle print magazines, t5m.com, hobnox.com, squa.re, lx.tv, YouTube, Vimeo and thecoolhunter.net – in the nature of the content, user experience, distribution and importantly the e-commerce ability. TheCrane.tv is all about premium talent generated content; an interactive and rich user experience; distribution network spanning Online, Mobile and TV and InVideo product tags.