thePlatform Manages 329 Million Premium Video Views in July
Third-largest volume of online video compared to leading U.S. Online Video Properties; CEO Ian Blaine discusses concept of the 'Long Leash' and the intersection of social networking and online video during industry keynote at Contentonomics
Los Angeles and Seattle - October 7
Today, during a morning keynote at Contentonomics in Los Angeles, Ian Blaine, CEO of thePlatform, disclosed that thePlatform's clients, as tracked by comScore's Video Metrix, had a combined total of 329 million video views in July of 2008.
Compared to the leading U.S. online video properties, thePlatform's volume of video ranks it third in terms of the amount of video the company manages. However, unlike Google (including YouTube) and Fox Interactive Media (including MySpace), which rank first and second respectively, the video managed by thePlatform is all premium video from leading media companies, nearly all of which is monetized through advertising.
"The question today isn't how to monetize user generated video. That's a tired subject, and it's not a great business," said Ian Blaine, CEO of thePlatform. "The real question is how to make professional, high-quality video exhibit the same viral traits and success we've seen with user generated content, which will better serve the consumer and the content owners' bottom line."
The Long Leash
Blaine continued, "The biggest inhibitor to the viral growth of video on the Web is that media companies are reluctant to distribute their content broadly to destinations they can't control. What content owners need is a 'long leash' to let their video run far and wide. With this long leash, media companies can still maintain control and monetize video wherever it lands."
During his keynote today, Blaine discussed a broad range of ideas about the intersection of video and social networking. In addition, thePlatform showcased collaborative efforts with two other subsidiaries of Comcast Interactive Media, StreamSage and Plaxo. With StreamSage, the companies demonstrated how advanced metadata techniques can yield better search results and better viewing experiences for consumers. With Plaxo, Blaine was joined on stage by Joseph Smarr, Chief Platform Architect of Plaxo, and the two demonstrated ways they are providing a "longer leash" that will enable media companies to share video across social networks, and across platforms like the PC, mobile phone, and television.
Additional information about Contentinople's Contentonomics show can be found at here.