We’ve written about US startup Chill through several pivots: it started as a Turntable.fm-like service to watch YouTube videos with friends in the guise of avatars, then moved into livestreaming , before relaunching as a social video discovery site to aggregate the videos being shared by people’s friends on Twitter and Facebook (Bulletin, 18-Jan-12). Now it’s shifting tack again, launching something called Chill Direct. It’s basically a distribution service for people to sell videos direct to fans: “Perfect for filmmakers, comedians, musicians and creators of all kinds,” according to its site. This means the ability to sell videos as DRM-free downloads or high-definition streams, paid for using credit cards or PayPal, and available on a range of devices. Chill takes an iTunes-style 30% cut of the revenues.

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