thePlatform Unveils Largest Ecosystem of Partners and Open Approach for Online Video Publishing

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As the market for professionally produced online video has matured, so
too has the need for media companies to incorporate highly flexible,
open and robust methods that help them keep pace. Today, thePlatform,
a leading broadband video management and publishing company, announced
the broadband video industry's largest collection of pre-integrated
partner technologies and an open approach for assisting media
companies with their online and mobile video initiatives.

thePlatform's customers benefit from the widest choice of
pre-integrated partner services and technologies to support their
unique business needs. Companies participating in thePlatform
Framework, the company's premier partner program, span the entire
ecosystem of online video, including: advertising campaign management
systems, ad sales networks, content delivery networks, content
protection, media formats, transcoding engines, payment processors,
syndication outlets and video search. In addition, customers can
easily use their own in-house digital asset management system,
customer relationship management and other back-office applications in
conjunction with thePlatform's system.

"Every media company has its own unique vision for online video, and
they are becoming less tolerant of technology constraints or
specialized vendors that inhibit their growth or agility," said Ian
Blaine, CEO of thePlatform. "Our customers want the ability to trial
new technology and choose the best vendors without dramatically
impacting their operations. thePlatform framework addresses this need
with a robust menu of pre-integrated solutions that give them
flexibility to easily create the optimal solution. No other broadband
video management company has our open approach to partners or proven
history in the space."

"thePlatform and Cisco are collaborating on the creation and
deployment of streamlined web-video management, distribution and
delivery platforms enabled by the Cisco Content Delivery System," said
Paul Bosco, Cisco vice president and general manager of video and
broadband initiatives. "We are also focused on convergent platform
extensions supporting the fusion of web, television and user-generated
content built around the consumer media experience across the growing
number of wired, wireless and mobile devices in our lives. We welcome
the opportunity to be a founding member of thePlatform's ecosystem
program and to continue our engagements with innovative customers
worldwide."

The Ecosystem
thePlatform Framework gives technology companies full-featured
software development kits, engineering support, training, and
development sandboxes for a quick implementation. Companies
participating in thePlatform Framework include:

Advertising & Monetization
• Adapt.TV
• BlackArrow
• CSG Systems
• DoubleClick
• Lightningcast
• Panache
• PayPal
• ScanScout
• SpotXchange

Content Delivery
• Akamai
• BitGravity
• Cisco Systems
• Edgecast Networks
• GridNetworks
• Highwinds
• Internap
• Limelight Networks
• MediaMelon
• OnStream Media

Playback Experience
• Apple Corp.
• Adobe Systems
• Microsoft Corp.
• Move Networks

Transcoding
• Digital Rapids
• On2
• Rhozet
• RipCode
• Telestream

Content Syndication
• AT&T
• Clearspring
• Comcast.net
• GoTV
• iTunes Podcasts
• MobiTV
• MSN Video
• Sprint
• Verizon Wireless
• Yahoo
• YouTube

Professional Services
• Ascertane
• Cypress Consulting
• Genex
• Online Video Service
• Schematic

Digital Asset Management
• ClearStory Systems
• North Plains Systems

Content Protection
• Microsoft Corp.
• Widevine Technologies

Additional companies will join the partner program in the coming
months. Technology companies interested in participating in
thePlatform Framework and utilizing its application programming
interface (API) should visit www.thePlatform.com.

thePlatform's system manages the entire logistics process behind the
publication of broadband video from the content owner to the consumer.
Media companies and video sites rely on thePlatform's services to
manage their media, generate revenue from their content, syndicate
media to outlets and create unique broadband video players. Hundreds
of professional media companies use thePlatform for their online and
mobile video needs, handling billions of videos requested by consumers
every year.

Media companies interested in publishing or syndicating their video
across the web and mobile phones should visit www.thePlatform.com.