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Comcast launches 'Watchable' video app to tackle digital advertising

Comcast on Wednesday announced the beta launch of Watchable, an app for professional short-form content, as it makes a play for a piece of digital advertising.

The service — an app and a stand-alone website, plus a tab on Comcast's X1 set-top box — will launch with about 30 online network partners, including Buzzfeed, Vox, Vice, Machinima, GoPro and Maker Studios.

Since Comcast believes that consumers will be spending a lot of time watching that kind of professional digital video, the service gives them an easy way to watch on their giant TVs. The move also makes it less likely that customers will cut the cord, and it gives Comcast a piece of the ad revenue. (There are now about 10...