When the New York Times upgrades its whole approach to video, it’s worth noting what’s on the back end. The answer is Brightcove, an online video platform whose name we see more and more next to successful video content on publication-related Web sites.

Video is an increasingly valuable—and expected—form of content for Web publishers. It’s both an effective way to keep the audience engaged and a promising source of ad revenue. We’ve heard anecdotally that video advertising isn’t shrinking as fast as other online ads.

MediaPost has details on the Times strategy and the capabilities of the Brightcove technology. Tech Crunch covers other Brightcove customers, video viewing stats, and more technical bits.