Sony Gives Online Outlet for New Talent

Sony Pictures Entertainment is set to relaunch its online video site, once known as Grouper and now dubbed “Crackel.”

The goal of the site is to look for up-and-coming actors, directors and producers to post clips that could eventually be turned into films or TV shows, according to Reuters.

At one time Grouper was a pioneer in online video-sharing but couldn’t stand against the onslaught posed by the juggernaut that became YouTube.

This time Crackle will play it smart and avoid Grouper’s fate by showcasing videos made by up-and-coming producers, animators and directors. Crackle will be the place for the serious but as-yet undiscovered creators of video content to find an outlet for their talent and imaginative digital ideas.

“We decided that the UGC space was not really a business,” said Grouper founder Josh Felser, who is co-president of the new Crackle. “The content is the same on every site and it’s really hard to monetize,” said Felser. “Advertisers don’t buy space alongside videos of people vomiting.”

Sony Pictures will do their part by picking the best seen on the Crackle website and turn them into potential television shows or movies.