thePlatform Expands Distribution to Connected Devices

White-label video management company thePlatform (s CSCMK) has expanded the number of connected devices that its customers can publish their videos to, adding features that will enable them to easily add distribution to new HDTVs, Blu-ray players and other broadband-connected devices that viewers have in their living rooms.

Online video publishers increasingly want to be able to reach viewers on the largest screen possible, but so far there have been very few good tools for doing so. Because the connected device market is still incredibly fragmented, publishers often have to build custom delivery schemes for each device they wish to target. That’s a problem that thePlatform hopes to solve with its latest release.

With the release of its mpx product earlier this year, thePlatform had already made it possible for customers to create custom profiles for devices they wanted to publish to. thePlatform also created profiles for mobile devices like the iPhone, and recently added support for the Apple (s AAPL) iPad as well. The latest release now takes much of the work out of configuring profiles to reach a wide range of connected devices.

With the most recent update to its product, thePlatform now makes it easier for customers to publish video to any number of TVs, Blu-ray players, DVRs and broadband set-top boxes from Boxee, DivX (s DIVX), Free Stream Media, Mitsubishi, LG, Roku, Samsung, Syabas, TiVo (s TIVO), Toshiba, Vudu (s WMT) and Vizio. thePlatform also plans to support upcoming Google TV devices, including HDTVs and Blu-ray players from Sony (s SNE), as well as broadband set-top boxes from Logitech (s LOGI), when they become available later this year.

That should be good news for customers of thePlatform, which include cable programmers E!, G4, Style, Travel Channel Media, Big Ten Network, and regional sports networks from Comcast Sports, as well as cable distributors like parent Comcast (s CMCSA), Time Warner Cable (s TWC) and Rogers. Increasingly, those customers will want to target not just user PCs, but TVs as well.

While thePlatform has been focused on enabling video on TVs, Blu-ray players and other connected devices, rival Brightcove is pushing video on mobile devices with an update to its platform for serving native apps on Android devices and mobile phones that are able to view video delivered in Adobe Flash Player 10.1.

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