Comcast subsidiary thePlatform has announced a partner program that is designed to pre-integrate partner technologies by using an open approach for assisting media companies with their online and mobile video initiatives.

The partner program, called thePlatform Framework, has more than 35 participants to date, including Verizon Wireless, AT&T and Cisco. 

"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,” Blaine said. “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'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.

According to the company, hundreds of professional media companies use thePlatform for their online and mobile video needs, and the company handles billions of videos requested by consumers every year.

"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’s VP and GM 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."

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