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Twitch parent company rebrands as Twitch Interactive
Twitch parent company rebrands as Twitch Interactive
February 10, 2014 | By Mike Rose

February 10, 2014 | By Mike Rose
More: Console/PC, Business/Marketing

When launched in 2007, it was a single channel broadcasting the life of founder Justin Kan. Seven years later, and the website's games broadcasting channel has gotten a little too big for its boots.

That gaming channel is, of course, known as -- it was originally separated into a new website back in 2011. With the immense popularity of Twitch over the original, the company has now decided to rebrand the entire company with the Twitch name.

From now on, the umbrella company will be known as Twitch Interactive. It'll house, and all of the company's other properties.

It's hardly a surprising move, given that Twitch now has more than 1 million monthly active broadcasters and more than 45 million unique viewers a month.

Emmett Shear, CEO of Twitch, explained that, "As Twitch has continued to grow as the leader of the video game streaming space, it has eclipsed our previous initiatives. Given our total focus on serving the gaming community it makes sense to reposition it as our primary brand."

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Josh Waters
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I see this as some pretty good news, not only for Twitch and the people I enjoy watching, but in a more general sense. Quite often, when new forms of distribution open up, they supposedly "threaten" the older forms, but I think that, given the case with the internet, it's really a matter of adaptation.

Look at radio. People thought that when television became big, radio would go away, but it simply found new audiences, specifically those on the road and those need something in the background. With the internet, they adapted into podcasts, online streaming services like Spotify, and all sorts of internet radio stations.

Now it's television's turn. I know they're starting to struggle not only against piracy, but also against all sorts of on demand services like Hulu and Netflix. However, seeing Twitch's success make me think that television can have a future if they simply adapt to online streaming. Televisions are starting to become more like computers with each year, it just seems inevitable that everyone will end up having one big "entertainment center" that covers radio, television, and internet at once (if some of us don't have that already). Having separate television and internet bills will seem archaic and pointless.

I apologize if my comment seems non-gaming centric, but I see this as an important step in the future of how we receive our entertainment, and seeing Twitch succeed like this is a good sign, in my opinion.