Light Reading
Comcast-owned firm adds security features that make online video look more like traditional TV, at least as far as business models go

thePlatform Gives Content Owners More Control

Jeff Baumgartner
LR Cable News Analysis
Jeff Baumgartner
8/3/2010
50%
50%

thePlatform Inc. , the Comcast Corp. (Nasdaq: CMCSA, CMCSK)-owned video publishing firm, is trying to make Internet video work more like traditional TV. The company has added some key security and geo-location features that control how, where, and on what device certain content can be viewed.

By adding these new features, thePlatform hopes the extra level of security will encourage content owners to allow more premium video content to be distributed via the Internet.

Additionally, thePlatform is upgrading its publishing system to allow content partners greater control over how content is promoted and how ads behave while viewers are watching video clips. The system can even be used to let the content partners determine whether or not viewers are allowed to skip ads. (See thePlatform Expands Its Platform and Outdoor Channel Boards thePlatform.)

By using technology to strip away a lot of the freedoms and advantages that come from using the Internet to distribute video, thePlatform hopes to improve the chances of making money in this new medium.

Marty Roberts, thePlatform's VP of sales and marketing, says the latest round of updates is designed to help networks and studios "balance the complexities of the business" as they continue to move more and more of their content online to serve complementary, but still evolving, TV Everywhere strategies.

Getting online video right is critical for the mostly geographically locked cable firms like Comcast as well as programmers that want to offer more content via the Web but also must worry about adhering to localized blackouts and other rules that can limit distribution. With Internet distribution of online video, operators like Comcast stand to get some share of the entertainment dollars from consumers who are served by other cable companies or telco IPTV players.

Indeed, the new features are appearing about six months after thePlatform released mpx Beta and started to target a broader segment of the online video publishing industry. Earlier this summer, it also added publishing extensions for more specialized broadband-connected devices such as TiVo Inc. (Nasdaq: TIVO) and Roku Inc. boxes. (See ThePlatform Encroaches on Brightcove's Turf , thePlatform Updates Its Platform, and thePlatform Extends OTT On-Ramps.)

It also helps MSOs and the networks they carry to push the boundaries with thePlatform, while seeing what comes of TV Everywhere. Some programmers are still leery of the budding TV Everywhere business model and are staying on the fence. Still, Roberts says many others are gearing up for it. "You'll see a lot of programmers stepping up" this fall and into early 2011, he predicts. (See Cable Networks Warn of TV Everywhere Failure and Major MSOs on Cusp of TV Everywhere Era .)

In case they don't, having an Internet distribution system with a lot of the hooks of traditional cable TV might be more appealing to content owners.

— Jeff Baumgartner, Site Editor, Light Reading Cable

(0)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
Flash Poll
From The Founder
It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
LRTV Interviews
From 4G to 5G: Alcatel-Lucent's Dave Geary

11|25|14   |   09:09   |   (1) comment


Dave Geary, President of Wireless at Alcatel-Lucent, talks about the evolution of the 4G market, small cells, partnerships, 5G and the IoT.
LRTV Huawei Video Resource Center
Building a Secure Telefonica Network With Huawei's High-End Firewall

11|24|14   |   4:37   |   (0) comments


Andrew Davies, IP architect of the Telefonica, a leading digital communications company, discusses the Huawei security gateway solution and putting the solution into the testbed.
LRTV Huawei Video Resource Center
Huawei Partners with Spirent to Verify CE12816's 10GE Port & TRILL Networking Capabilities

11|24|14   |   2:50   |   (0) comments


Spirent Communications is the world's leading supplier for telecom testing appliances and solutions. Spirent has been in a close partnership with Huawei for a long time.
LRTV Huawei Video Resource Center
Saudi Airlines & Its ICT Transformation

11|24|14   |   2:07   |   (0) comments


In this video, Saudi Airlines discusses its network problems and how Huawei's Agile Network is its all-in-one solution.
LRTV Huawei Video Resource Center
Huawei's Agile Switch Benefiting Saudi Arabia's Yamamah Hospital

11|24|14   |   2:40   |   (0) comments


Saudi Arabia's Yamamah Hospital speaks about how Huawei's Agile Switch has improved the medical service's network infrastructure.
LRTV Huawei Video Resource Center
FanPlay & Huawei Build a Wireless Agile Smart Stadium

11|24|14   |   2:13   |   (0) comments


FanPlay is a cloud-based white label service, which is effectively a football fan engagement platform underpinned by mobile payment technology.
LRTV Huawei Video Resource Center
Building an Agile Stadium

11|24|14   |   3:54   |   (0) comments


Stadiums may be thousands of tons of concrete and steel, but they now need to be agile. Being at the stadium may not be as alluring as it once was. Sports franchises and stadium operators discuss how to get fans back.
LRTV Huawei Video Resource Center
Huawei Helps ChinaCache Tackle Challenges in the Internet Industry

11|24|14   |   3:09   |   (0) comments


ChinaCache is China's largest content distribution network supplier. Huawei's CE12800 has provided ChinaCache with very strong support in its establishment of an infrastructure network.
LRTV Huawei Video Resource Center
Cefinity on Managed Security Services & Next-Generation Firewall

11|24|14   |   7:05   |   (0) comments


Cefinity is a cloud management service provider in Southeast Asia. Ivan Zhang, CEO of the company, discusses the implementation of security service management in the cloud era.
LRTV Huawei Video Resource Center
Huawei's Agile Gateway in the Eyes of Cefinity

11|24|14   |   2:11   |   (0) comments


Cefinity is a managed service provider for enterprise networks. The company currently uses Huawei's AR series routers for the most complete range of functions. CEO Ivan Zhang speaks about the advantages of the AR series routers.
LRTV Huawei Video Resource Center
CTO of Bus-Online Talks About Huawei's Agile Gateway

11|24|14   |   2:53   |   (0) comments


Bus-Online covers around 100 million users everyday. In addition to providing mobile TV, and advertising services to the public, Bus-Online has also entered the field of mobile Internet.
LRTV Huawei Video Resource Center
Amsterdam ArenA as an Agile Campus

11|24|14   |   3:31   |   (0) comments


The Amsterdam ArenA, home of the Ajax soccer team, can be a crowded space. ArenA has partnered with Huawei to work on bringing ample bandwidth to 53,000 people at the same time.
Upcoming Live Events
December 2, 2014, New York City
December 3, 2014, New York City
December 8-10, 2014, Reykjavik, Iceland
February 10, 2015, Atlanta, GA
April 14, 2015, New York City, NY
May 6, 2015, McCormick Convention Center, Chicago, IL
May 13-14, 2015, The Westin Peachtree, Atlanta, GA
June 9-10, 2015, Chicago, IL
Infographics
Irish Telecom outlines the rise of VoIP technology, including its adoption within businesses and their perception of its quality.
Hot Topics
$38.3M: Ain't That a Kik in the SMS
Sarah Reedy, Senior Editor, 11/20/2014
Do You Have a 2020 Vision?
Dennis Mendyk, Vice President of Research, Heavy Reading, 11/21/2014
Net Neutrality Even Mark Cuban Could Love
Mitch Wagner, West Coast Bureau Chief, Light Reading, 11/26/2014
$35B+ Spectrum Auction Dings Verizon, Shines Dish
Dan Jones, Mobile Editor, 11/24/2014
Operators Should Block Ads to Get Their Cut, Startup Says
Sarah Reedy, Senior Editor, 11/24/2014
Like Us on Facebook
Twitter Feed