thePlatform is cutting the costs of running a video Web site by reselling content delivery network (CDN) services and storage, which it claims are two top budget items for their operation.
The independent Comcast Corp. (CMCSA) subsidiary also announced a price break program for Web sites that buy services from its ecosystem of partner companies, who focus almost entirely on monetizing content by providing advertising technology, audience data and reporting to drive business decisions.
Web video sites, especially smaller ones, are still seeking ad models, having originally thought advertising revenue would keep them afloat, only to find limited interest. As a result, many have embraced content syndication to larger portals as their revenue lifelines.
thePlatform addresses syndication directly, and advertising through its network of partner companies.
On the cost-cutting side, thePlatform is reselling CDN and storage, saying that because of their scale, it can do so at costs below market averages. Both sides win, as the firm says the business will provide cost savings to many companies of up to one-third, while also providing incremental new revenue for thePlatform.
The Platform claims its customers include BBC, Cablevision, CBS College Sports, CNBC, Comcast, Corus Entertainment, Cox Communications, ExerciseTV, Gannett/USA Today, HIT Entertainment, PBS, PBS KIDS Sprout, Sony BMG, Starz and Time Warner Cable.
thePlatform also launched an "Advantage" program whereby their customers receive additional costs savings from select companies that are part of thePlatform's partner program.
The company said thePlatform’s media publishing system is used by media companies as its “open, central hub for managing, monetizing and syndicating billions of professionally produced online video views annually.”
There are two basic ways to stay in the Web video site business for non-household names: better monetize assets and cut operational costs. It’s best to use both.
