TechCrunch: Must-See TV?

TechCrunchTV has joined the online video mega-club. Producing and streaming original video programming seems to be a de rigueur move for smart brands in the digital space, as evidenced by recent other media brands including The New York Times, Reuters and The Wall Street Journal.

TechCrunchTV, which can be viewed at techcrunch.tv, is launching with six web shows, one daily and five weekly, featuring popular tech bloggers Sarah Lacy, MG Sielger, Jason Kincaid and TC founder Michael Arrington. With 40 minutes of daily live programming, is a 24/7 TCTV likely?

“There’s every chance," says TCTV creative director Paul Carr. "But only when we know we can do it right. Quality over quantity."

Given the demise of TechTV (now G4) as a 24/7 TV network, it might be a tough sell.

As TechTV focuses on Web video, similar to ThisWeekIn from Mahalo founder Jason Calacanis, TCTV has built a dedicated studio to produce its online shows inexpensively, and will stream live shows and maximize syndicate its video to sites from YouTube to blip.tv.

TCTV will livecast major events and travel worldwide to start-up offices canvassing the ‘tech globe.’ The entire TechCrunch library of existing videos will be available on demand including coverage of its own TechCrunch Disrupt and TechCrunch 50 conferences.

Carr said their original program output is “going to double very soon.” Evelyn Rusli anchors the daily show TechCrunch Now, and independent hosts Andrew Keen and Cyan Banister join the launch line-up.

As for content, Carr commented in his blog, “TechCrunch TV will be packed with some of the most recognizable and inspiring faces in tech. The entrepreneurs, the investors, the developers — everyone in fact who is helping to change the world, one start-up at a time.”

Keep watching to see how this must-read brand extends its reach and maintains its edge in video – and if it can capture the same or better audience share than its competitors and its own previous incarnation.

Ideas for programming and feedback, by the way, are welcome by email (onair@techcrunch.com) or via Twitter: @techcrunchtv.