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Historically a company that focused on the film industry, Technicolor is increasingly turning its attention to working directly with the audience.

But over-the-top services? Videogames? Children’s storytelling apps? Those aren’t the sort of thing the Technicolor brand has traditionally been associated with. Nonetheless, company execs say as consumers spend their leisure time with a wider variety of diversions, Technicolor wants to be with them.

“I don’t know what’s going to happen on the content creation side, but one thing I know for sure is people are going to want to be entertained,” says Vince Pizzica, Technicolor’s senior executive VP, corporate development & technology. “From this, all things will follow. That has been our call to arms: Focus on the consumer and figure out where to make a difference.”

That has led the company to partnerships — such as M-Go, a joint venture streaming service in conjunction with DreamWorks Animation — and incubating and investing in startups.

“Investing in startups allows us to live and breathe these emerging trends and make smarter decisions about those services which are more likely to be successful” says Stephane Rougeot, Technicolor’s chief financial officer and head of the consumer ventures business unit.

Taking a broad ecosystem approach lets Technicolor explore new areas with less risk, but meanwhile the company is banking on the strength of its name in some fields closer to its traditional mission. Its color certification stamp follows the same marketing model as Intel’s “Intel Inside” campaign.

It provides tools to OEMs to bring the color the company is famous for to PC monitors, tablets and smartphones.

That not only makes video content pop, but gives consumers confidence that when they shop for shoes and clothing online, the colors they see on the screen will be the same as the goods that arrive at their door.

With M-Go, Technicolor is also taking a leading role in OTT streaming video. M-Go is not just a successful revenue generator (the company recently took over Samsung’s Media Hub product), it is also a key source of data on user behavior.

Says Rougeot, “(A) better consumer experience with more relevant content and increased monetization opportunities … is typical of a consumer-driven innovation that benefits the whole industry.”