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"We have 200 strategic relationships with content providers across the globe, which we think adds infinitely more value that having one big-name relationship," Mr. Espuelas said.
The official remit is to work with two Sky project managers to "discover online talent in the UK and worldwide", and to build relationships with content creators.
"The inherent value of Blinkbox is its relationships with content providers," says Ken Olisa, chairman of technology merchant bank Restoration Partners.
Earlier this month Vodafone was also mooted as a potential suitor and industry experts say the service's value rests in its relationships with content providers.
The program is similar to efforts at other Internet companies to forge direct relationships with content creators, bypassing the traditional gatekeepers of the media business.
"When so much of their success depends on having reasonable relationships with content owners, you wonder why they would be quite so bold in doing this, unless they are desperate," this executive said.
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Tang explained, "Your relationship with content will very soon be more important than your relationship with other members of society.
YouTube's new profitable relationship with content creators was not always so easy.
While the incident was minor in the context of Google's huge advertising business, it didn't help soothe its tense relationship with content providers.
"The intention of all that is to ensure people understand it". Facebook also published a post that provides further explanation about the company's relationship with content reviewers.
For authors and other creative professionals, an appearance at the Googleplex, the company's sprawling complex of office buildings, is good business — but nonetheless conjures some mixed emotions in light of Google's complicated relationship with content creators.
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