DataSphere, Fisher syndicate hyperlocal tech to Calif. stations |
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Mass High Tech
DataSphere, Fisher syndicate hyperlocal tech to Calif. stations
The new community blog sites from KION-TV and KCOY-TV in California will look very familiar to some people in the Seattle region.
The Cowles California Media stations represent the first syndication deals for Bellevue-based DataSphere and KOMO-TV owner Fisher Communications -- which are talking with other traditional media companies about adopting the hyperlocal blogging, advertising and search system that they rolled out for Fisher's broadcast stations in Washington and Oregon earlier this year.
DataSphere is syndicating the template to the California stations and providing the underlying technology, with Fisher serving as a strategic partner, receiving an unspecified slice of the revenue. The Cowles stations are using the technology for 22 neighborhood sites in the Monterey area, and another 18 in the Santa Maria area.
Based in Bellevue, DataSphere has doubled in size to 70 people over the past six months as a result of its real estate technology business and to the Fisher partnership, said Gary Cowan, DataSphere vice president of products. The company recently leased another floor in its Bellevue complex to give itself room for further growth. The company uses its own outbound call center to sell advertising to targeted local advertisers.
"Certainly the Fisher partnership has opened up a tremendous opportunity for us," Cowan said.
The advertising and blogging strategies on the Fisher sites have raised objections from some community bloggers who contend that the KOMO-affiliated blogs have unfairly made use of their content, and used free ads to try to attract small-business advertisers. Fisher and DataSphere have said they acted appropriately.
The interest from other television stations suggests that Fisher community sites are doing well from a financial standpoint. Fisher and DataSphere say they are talking with many other TV groups about syndicating the hyperlocal blogging and advertising technology. Cowan said the company also is talking to print publications about providing similar syndication deals for their own hyperlocal blogging and advertising initiatives.
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