Comcast’s thePlatform Unit Sees Growth in TV Everywhere, Live Programming

By on 12/09/2012 9:37 PM @daisywhitney

TV Everywhere has gained traction in the media business in the last year, and video technology provider thePlatform expects more growth in this area as operators and programmers embrace the new business.

In the last year alone, the company has inked deals with programmers such as A&E Networks, for Lifetime, History, A&E, Bio and other networks, and expanded its reach with more NBCU Cable properties such as Oxygen, SyFy and Bravo, says Ian Blaine, CEO of The Platform and Senior VP of Comcast Converged Products, in this interview with Beet.TV at the VideoSchmooze event in New York last week.

"[Programmers] have customers connecting to them with all kinds of devices, so we have to make sure that works, and they are getting serious about TV Everywhere and how to engage their audiences with that," he tells us in this video interview.    

Blaine doesn't expect any direct-to-consumer TV Everywhere offerings and believes most TV Everywhere subscriptions will be managed by operators. One of the challenges in the growth of TV Everywhere comes in the C3 ratings model, which credits networks for ratings within three days of a show being played back on a DVR, as well as live viewership. "You want that agreggate viewership to be collected, so you have a complicated process of publishing that video, and then after day four you may want to replace the ads with dynamic ads," he says, adding that the Platform works with vendors such as Freewheel, Auditude and Double Click to provision ads once the original commercials have been stripped out.

Next up, expect to see more live linear and live event programming via TV Everywhere as consumers demand that type of content, he says.

Daisy Whitney

Recent Videos
Context And Audience Go Hand-In-Hand: Xaxis’ Beaumier

The coming age in which TV adverts can be distributed to different individual viewers based on specific targeting criteria could, in theory, mean an end to the practice of buying ads against particular shows known to pull broad audience demographics. But one ad tech exec doesn’t expect a wholesale ...

Cord-Cutting Is Forcing Smarter TV Ad Offerings: AT&T’s Brown

The emerging prospect of targeting individual TV viewers with ads, no matter what show or channel they’re watching, may be real – but that doesn’t mean the industry should throw out the old practice of buying ads in shows considered to have demographic matches. That’s according ...

Upfronts Won’t Die In TV Renaissance: Magna Global’s Bayer

FORT LAUDERDALE — If you think the coming age of buying addressable, internet-style ads in the blink of an eye is going to mean an end to the TV ad industry as we know it, think again. “I think we’ve entered …a renaissance of television,” Matt Bayer, SVP of advanced TV at Magna ...

Brienna Pinnow, Experian
Experian Gearing To Launch Connected Addressable TV Platform

FORT LAUDERDALE — “This has really been the year of addressable TV. We’ve done literally triple the amount of work compared to 2014,” according to Experian addressable advertising product lead Brienna Pinnow. Now the data company wants to do more? But what exactly? “To develop ...

More Safeguards Needed For Dynamic Ad Creative: Bank of America’s Paskalis

The concept of dynamic ad insertion – through which, consumers would get served a brand ad with different content, depending on their targeting profile – has been talked about for a couple of years now. The exciting reality may be around the corner, if the industry can persuade brands it is a ...

Context Of Viewing Still Matters To Ads: Videology’s CEO

Now that online video ad targeting technology can reach advertisers’ ideal audiences wherever they are watching, what is the use for the old model, in which buyers place their bets on shows with audiences they believed to be matched? The new doesn’t have to trump the old, says video ad tech ...

Too Soon For Dynamic Creative Ads: DISH’s Gaynor

Super-targeted TV advertising is just around the corner, but don’t expect the content of those ads to be served dynamically just yet. That’s according to DISH media sales and analytics VP Adam Gaynor. In this video interview with Beet.TV, he says: “Advertisers no longer need to use ...

Castree On Videology’s “Sand, Rocks & Boulders”

FORT LAUDERDALE — It’s one of the major ad tech vendors promising to define the emerging video advertising space. But what is going on at Videology lately? The way North America MD Tim Castree describes, Videology is a little bit like geology… “Sand — How we can use our ...

Cut The Fraud Bull From Ad Pricing: GroupM’s Gotlieb

If you want to price digital advertising appropriately, don’t just look at the rapidly-growing supply of inventory, look beneath the surface for what is really real. That’s according to veteran ad exec Irwin Gotlieb, the chairman of ad group GroupM. “Supply measured without taking in to ...

Context Still Matters For TV Ads: FreeWheel’s Rothwell

Does the coming age of one-to-one, super-personalized TV ads make the traditional process of buying ads against shows of a particular type dead in the water? Not at all, says FreeWheel agency and brand relations VP James Rothwell, whose company helps place video ads. “Context still matters,” ...

Data Will Set Context Free: SMG’s Scheppach

Advertisers are getting excited by the possibilities for super-targeted TV marketing promised by new ad tech platforms. In fact, to many, it looks like the days of traditional TV ads, which are bought against the context of demographic audience profiles, are numbered. But things are set for a correction, ...

How Simulmedia Tracks The ROI Of Linear TV: VP Storan

FORT LAUDERDALE — It may be old-fashioned linear TV, but that doesn’t mean you can’t bring internet-like next-gen ad measurement to the ‘ol box. That’s what Simulmedia, the ad technology vendor, is doing. Although the company focuses on helping clients find the best inventory ...