thePlatform targets gaming consoles, tablets with new TV Everywhere tools

More cable operators may be able to deliver subscription video programming packages to devices such Microsoft's (Nasdaq: MSFT) Xbox 360 and Apple's (Nasdaq: AAPL) iPad using a new set of tools developed by thePlatform.

thePlatform mpx

thePlatform video management system

Features added to thePlatform's mpx video publishing system could be used to create customized programming packages that would allow a family that subscribes to cable to receive a package of kids networks that could be viewed on a gaming console or tablet. Distributors could also use the tools to upsell subscribers to premium movie packages by offering subscribers promotions such as a two-week free pass to watch HBO, Showtime and other networks on a PC.

"It allows you to serve more content that is relevant to those users," thePlatform VP of sales and marketing Marty Roberts told FierceCable.

Comcast (Nasdaq: CMCSA) owns thePlatform, which is based in Seattle, and has developed the video management system for the MSO's new X1 advanced video service. Roberts said thePlatform is also working with Comcast on an app it is developing to deliver pay TV programming to the Xbox. He said operators could also use thePlatform's video management system to deliver programming to connected TVs from Samsung and other manufacturers.

Using metadata embedded in programming, thePlatform cites several other ways that its cable customers such as Comcast, Time Warner Cable (NYSE: TWC), Cox Communications and Cablevision (NYSE: CVC) may be able to create customized packages and promotions. For example, subscribers that are history buffs could be offered a package of Memorial Day documentaries available from History Channel, Discovery Channel and HBO. Or a family with a teenager could receive "an alternative set of content choices based on personal interests, like an affinity for wizards, superheroes or vampires," the company notes in Thursday's announcement.

For more:
- see the news release

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