thePlatform launches new beta

Comcast-owned Web video firm updates, adds features

NEW YORK -- Comcast's thePlatform, a provider of white label video publishing and management services, is adding new features and making its platform easier to use to attract more mid-market clients and set the company up for the next steps in the evolution of Web video.

CEO Ian Blaine said the changes, set to be announced in detail to the firm's media partners on Tuesday, are the biggest since thePlatform's launch a decade ago.

Among the changes are: a more intuitive interface designed to attract smaller and mid-sized clients; options to customize the platform (for example, a setting that allows users to focus on only sports, action or other categories of content they work with within a library or on content of certain lengths), which is designed to save busy online video staffers time; and the ability to manage big content libraries so that video can easily be chosen for and distributed to various devices -- from Web sites to cell phones and Apple's new iPad, as well as devices not invented yet.

The new video management system that thePlatform is presenting Tuesday is called mpx Beta. The complementary mpx Dev Kit targets companies that want to enhance and extend their online video platform capabilities.

"We're resetting the bar today," said Blaine. "Our job is to anticipate and provide solutions that enable our customers to evolve their video businesses in the years ahead."

thePlatform customers include the BBC, Associated Press, Cablevision, CBS College Sports, CNBC, Comcast, Cox Communications, Fox Sports Network, PBS, Sony BMG, Time Warner Cable and Travel Channel.