• by Gavin O'Malley  @mp_gavin, August 28, 2012

Profiting off the distribution of online video content remains a major challenge for publishers.
 
With that in mind, thePlatform is rolling out new commerce features to mpx -- its cloud-based online video management and distribution system.
 
With the move, Comcast's online-video publishing subsidiary is trying to build on recent client wins. This summer, sister unit NBC Universal picked thePlatform to handle video management and distribution for the USA, Syfy and Oxygen cable networks.
 
ThePlatform’s mpx video commerce system is now offering an ecommerce engine to power publishers’ video storefronts across computers, tablets and mobile phones.
 
Such a solution is necessary, given consumers’ rapidly changing consumption habits, according to Marty Roberts, senior vice president, sales and marketing for thePlatform.
 
Clients “are seeking a unified platform … that brings together advertising, subscriptions, rentals and purchases,” Roberts said.
 
The new mpx also boasts more metadata, with which publishers can design better storefronts -- ideally making better user of their content libraries.
 
As such, clients will be better able to “differentiate and sell highly customized video packages and promotions across screens,” Roberts added.
 
Along with NBCU, thePlatform cervices multichannel pay TV operators, including Cablevision, Comcast, Cox Communications, Liberty Global, PBS, Rogers, Shaw Media and Time Warner Cable.