Sony Pictures Entertainment is shaking up its online video hub with new management, headquarters and an infusion of full-length TV and movies from the Sony library to complement the increasing slate of shortform originals already rolling out.

Sony has been gradually transforming Crackle, which it acquired in August 2006 when the site was a user-generated content depository known as Grouper, into an online version of a programmed channel. Eric Berger, who oversaw mobile entertainment at Sony, will extend his oversight to Crackle. “What we want to do with Crackle is make it a next-generation TV network,” Berger said.

Previously based in San Francisco, Crackle will move to Sony’s Culver City base and be formally folded into the studio’s digital content operations, which include brands Minisode Network and Pix.

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