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
LRTV Custom TV
A New Security Paradigm in SDN/NFV

7|28|14   |   02:54   |   (0) comments


Paul Shaneck, Global Director Network Solutions for Symantec, discusses the evolving virtualized network, explaining how Symantec is leading the security discussion as it relates to SDN and NFV, and helping to ensure the network is protected and compliant.
LRTV Documentaries
Sprint's Network Evolution

7|24|14   |   14:59   |   (0) comments


Sprint's Jay Bluhm gives a keynote speech at the Big Telecom Event (BTE) about Sprint's network and services evolution strategy, including Spark.
LRTV Documentaries
BTE Keynote: The Software-Defined Operator

7|24|14   |   18:43   |   (1) comment


Deutsche Telekom's Axel Clauberg explains the concept of the software-defined operator to the Big Telecom Event (BTE) crowd.
Light Reedy
Numbers Are In: LR's 2014 Salary Survey

7|24|14   |   1:25   |   (7) comments


Our fourth annual Salary Survey paints a picture of who's hiring, firing, earning, and yearning for a change in the telecom industry.
LRTV Custom TV
Driving the Network Transformation

7|23|14   |   4:29   |   (0) comments


Intel's Sandra Rivera discusses network transformation and how Intel technologies, programs, and standards body efforts have helped the industry migration to SDN and NFV.
LRTV Custom TV
Distributed NFV-Based Business Services by RAD

7|18|14   |   5:38   |   (0) comments


With the ETSI-approved Distributed NFV PoC running in the background, RAD's CEO, Dror Bin, talks about why D-NFV makes compelling sense for service providers, and about the dollars and cents RAD is putting behind D-NFV.
LRTV Custom TV
MRV – Accelerating Packet Optical Convergence

7|15|14   |   6:06   |   (0) comments


Giving you network insight to make your network smarter.
LRTV Custom TV
NFV-Enabled Ethernet for Generating New Revenues

7|15|14   |   5:49   |   (0) comments


Cyan's Planet Orchestrate allows service providers and their end-customers to activate software-based capabilities such as firewalls and encryption on top of existing Ethernet services in just minutes.
LRTV Custom TV
Symkloud NVF-Ready Video Transcoding, Big Data

7|9|14   |   3:41   |   (0) comments


Kontron and ISV partner Vantrix demonstrate high-performance video transcoding and data analytic solutions on same 2U standard platform that is ready for SDN and NFV deployments made by mobile, cable and cloud operators.
LRTV Huawei Video Resource Center
The Evolving Role of Hybrid Video for Competitive Success

7|4|14   |   4:09   |   (0) comments


At Huawei's Global Analysts Summit in Shenzhen, China, Steven C. Hawley from TV Strategies speaks to us about the evolving role of hybrid video for competitive success.
LRTV Huawei Video Resource Center
How CSPs Leverage Big Data in the Digital Economy

7|4|14   |   4:48   |   (2) comments


Justin van der Lande from Analysys Mason shares with us his views on how telecom operators can leverage customer asset monetization with big data. His discusses the current status of big data applications and the challenges and opportunities for telecom operators in the digital economy era.
LRTV Huawei Video Resource Center
Accelerator for Digital Business – Future Oriented BSS

7|4|14   |   3:08   |   (0) comments


Mobile and internet are becoming intertwined; IT and CT are integrating; and leading CSPs have begun to transform to information service and entertainment providers. How should the BSS system evolve to enable this transformation? Karl Whitelock, an analyst at Frost & Sullivan, shares his views.
Upcoming Live Events!!
September 16, 2014, Santa Clara, CA
September 16, 2014, Santa Clara, CA
October 29, 2014, New York City
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 9-10, 2014, Reykjavik, Iceland
Infographics
Packet Design asks network professionals how they handle the cloud, SDN, and network management.
Today's Cartoon
Vacation Special Caption Competition Click Here
Latest Comment
Hot Topics
Facebook: 30% of Users Are Mobile-Only
Mitch Wagner, West Coast Bureau Chief, Light Reading, 7/24/2014
Is Windstream Boldly Setting a New Trend?
Carol Wilson, Editor-at-large, 7/29/2014
Nokia Holds Steady in Q2, Raises Outlook
Ray Le Maistre, Editor-in-chief, 7/24/2014
U-verse Growth Slips But Still Strong
Alan Breznick, Cable/Video Practice Leader, 7/24/2014
Verizon Applies 3G Throttling Policy to LTE
Sarah Reedy, Senior Editor, 7/25/2014
Like Us on Facebook
Twitter Feed