thePlatform launches Virtual TV Framework

Over-the-top TV white-label platform provider thePlatform has launched a new ‘Virtual TV Framework’ which it says provides cloud-based management of TV operators’ live and on-demand services.

According to thePlatform, the framework is designed to enable existing TV service providers to replicate their 24-hour, live, linear programming as well as video on demand services via the cloud.

The Virtual TV Framework provides cloud-based management of linear TV, VOD, enhanced discovery and personalisation, targeted adverting, commerce, content protection, and multi-screen user interfaces, according to the company. The framework is enabled by thePlatform’s video publishing system mpx’s open APIs and technology partners, along with underlying innovations in unified metadata management, video ingest, and distribution.

Technology partners include TMS, Rovi and ThinkAnalytics. For targeted advertising, thePlatform has also teamed up with FreeWheel and BlackArrow.

“Our customers can now transition to TV services that incorporate the best of TV, and the best of the Web,” said Ian Blaine, CEO of thePlatform. “Our Virtual TV Framework is the culmination of more than a decade of technical experience managing video for many of the largest TV and media companies in the world. It’s not a monolithic stack, but rather an open framework that gives them greater flexibility and cost control. mpx is engineered to work in parallel with legacy TV systems – leveraging existing infrastructure investments – while providing a clear migration path to an all-IP based architecture.”