The Vault is a good example of a significant digital asset -- in this case, a treasure trove of video from NCAA Tournament games dating back to 2000 -- that existed but went untapped until the NCAA decided to take a chance at monetizing it. Almost every organization has video assets, but because digitizing it for online use is expensive, the key is developing a digital strategy and exploiting that use.
In the case of the NCAA, even though the video is limited to games from the Round of 16 and forward, The Vault is a gold mine for fans. The games can be sliced and diced and shared on Twitter, Facebook or simply emailed.
“The old idea in the industry was to protect the archive and drive fans to the broadcasts,” Gregg Winik of CineSport told the New York Times. “Now, people are saying, ‘Internet video is a real business.’ ”
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