If Sports Illustrated (NYSE: TWX) wasn’t already serious about getting into online video, these numbers probably would have management scrambling: SI.com has served more than 70 million video streams connected to the 2010 edition of the iconic swimsuit issue, roughly double last year’s total. A site revamp launching this afternoon (not live yet) moves ad-supported video into SI.com’s mainstream, with plans to post 15 or so clips daily in a front-page player and across the Time Warner sports site.

Managing Editor Paul Fichtenbaum describes video as the “last piece of content strategy that was missing. This was the one thing we wanted to add.”  SI has some rights to highlights—NHL, some college football and college basketball—but won’t be the go-to site for game clips. Instead, much of the video will feature SI contributors on hot topics from a new “signature” program called SI Inside Report; some will be video clips of Dan Patrick’s syndicated radio show, which is shown on DirecTV (NYSE: DTV).

The video production is headed by Ian Orefice, who was part of the launch team at CNNMoney.com; he’s executive producer of video of SI.com.  Maggie Gray is SI’s first digital sports anchor. SI.com already produces all the swimsuit video, nearly 100 pieces this year. (See our mocoNews.net for the latest on sales of the video-centric Swimsuit 2010 app.)

The segments will average around 2 minutes each, the length Fichtenbaum says SI’s research shows is preferred for this kind of experience, “It seems the users are happy when video is about 2 minutes. ... Let’s face it, a lot of them are watching video during the day, some while they’re at the office.”

Everything will be embeddable, a key part to the strategy. Every clip is supposed to end with offer to replay, embed or share. “We want to distribute our content,” says Fichtenbaum. “We want people to enjoy the content wherever they are.” 

• SI Swimsuit 2010 App Freemium Strategy Paying Off With 10 Percent Conversion
• SI.com’s MySI Looks At The Big Picture; Swimsuits Optional