Getty Images Changes Footage Licensing Model

Posted on 7/25/2007 by Julia Dudnik Stern | Printable Version | Comments (0)

Getty Images has launched a new footage Web site, which features improved search capabilities and instant broadcast-quality downloads. In addition, the company announced the replacement of rights-managed footage licensing with the rights-ready model.

Although this is the first official announcement of the change, Getty Images ceased licensing-rights-managed footage last month. According to Kristl Date-Dopps, director of product marketing, footage, it's Getty's response to customer demand for a simplified, flexible licensing model with a level of rights control that limits the possibility of over-exposure in the marketplace.

Currently, Getty represents eight rights-ready footage collections, including AP Archive, Discovery FootageSource, Universal Studios and Warner Bros. Entertainment. The company also markets 19 royalty-free collections through and offers a micro-payment option through its wholly owned subsidiary iStockvideo.

In recent investor conference addresses, Getty Images CEO Jonathan Klein has often focused on footage as an area of anticipated growth. The company's 2006 revenues from footage exceeded $43 million, roughly 5% of Getty's total revenues, and 15% of what analysts estimate is the total size of the stock-footage market. Date-Dopps says first-quarter revenues from footage have remained at 5% of total.

Getty's continued investments in business segments other than royalty-free stills suggests the company sees more lucrative possibilities elsewhere. In addition to footage, current areas of focus include music licensing, digital asset management and editorial images.

Alongside the fully enabled footage Web site, Getty Images is previewing the redesigns of its online creative and editorial operations. The company's entire Internet presence has undergone a significant redevelopment, with a full relaunch promised in the coming months.

Copyright © 2007 Julia Dudnik Stern. The above article may not be copied, reproduced, excerpted or distributed in any manner without written permission from the author. All requests should be submitted to Selling Stock at 10319 Westlake Drive, Suite 162, Bethesda, MD 20817, phone 301-461-7627, e-mail: wvz@fpcubgbf.pbz


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