thePlatform Simplifies Event Streaming By Adding Live Video To Its Content Distribution Platform

Posted: May 7, 2013 in Technology

20130507-103533.jpg. Viewers are asking for more live streaming video, and
surprisingly, broadcasters are willing to give it to
them. Gone are the days where live events need to
be watched on the TV, because I mean, who watches
TV anymore? When I watch the game, I’m gonna do
so on a seven-inch tablet in the privacy of my bathroom, because there’s nowhere else I can
concentrate when the kids are watching Dora the
Explorer on Netflix in the living room — or whatever it
is the kids are watching these days. Anyway, keenly aware of this trend, thePlatform —
which already helps a number of broadcast and cable
networks manage their on-demand libraries — is
taking steps to make live event streaming easier for
their customers. The company, which is a subsidiary
of Comcast, is launching a new, SaaS-based platform which will allow networks to schedule and manage
live events, with everything they need, like signal
acquisition and encoding, dynamic ad insertion and
metadata creation, and automatic archiving of
programs when they’re done. The new live video offering will integrate seamlessly
both with thePlatform’s existing on-demand video
management system, as well as with the encoders
that broadcasters use to take analog signals and
make them digital. To start, that integration will
include Elemental encoders, although thePlatform’s VP of marketing, Marty Roberts, promises that other
encoders will be added soon. But anyway, once your
encoder is hooked up to thePlatform, you’re good to
go! After you’ve taken care of that, there’s all sorts of
stuff you can do with it. Wanna hit each and every
device your device-specific rights contract allows you
to stream to? NO PROBLEM. Let’s say that you can stream to the desktop and
laptop, but not mobile phones because you’ve got
some exclusive legacy contract with a mobile phone
provider where only their subscribers get the game.
thePlatform has you covered. It even gets extra
bonus points for streaming to the iPad, which no one could have imagined when that contract was put in
place and isn’t considered a mobile device. (Yeh, I
don’t understand it either.) How about making money? After all, you’re not gonna
stream that football game for free now, are you? NO
WORRIES! thePlatform has live ad insertion. You just
tell those ads when to run and you’re golden. Cha-
Ching! Wanna add funny graphics or live info while viewers
are watching? NOT A BIGGIE. In the same way you
just ran an ad, you can also dynamically queue up
pretty much any type of media, just like it’s an ad! And once your live show is over, don’t you worry your
little head about re-encoding it and putting it into
some on-demand library for all the lamers who didn’t
watch it live to come look at it later. thePlatform will
auto-archive that shiz for you and feed it right into
your on-demand library, with whatever rights management and ad rules and whatever else you
want to apply to it. That way, it doesn’t have to be lost to the ether when
all the action is over — the content will have all the
same ad cues, chapter breaks, and metadata that
was associated with it while it was streaming live. But
now viewers will be able to search for it, and find just
the moments they want to watch. So thePlatform has been working with a few different
networks — like some of Fox’s regional sports nets
and NBC Sports — and things have been all good on
their live events. So now the live streaming offering
will be generally available to other folks who want to
try it. Got a network and wanna do it live! Call thePlatform

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