White-label video publishing vendor thePlatform has signed an expanded, multi-year agreement with United Kingdom-based triple play provider BT.

With the new deal, thePlatform’s mpx system will serve as the cloud-based, central video publishing system for BT TV, as well as provide support for other video-related initiatives.

Under the terms of an agreement signed in March, thePlatform served as the back-end video management system for BT’s IP-based TV services, which now serve over one million subscribers in the UK. With the new agreement, thePlatform will continue that role for BT’s new YouView+ box and host the service via thePlatform’s European datacenter. 

“At BT, we’re committed to bringing UK subscribers an exceptional in-home video experience, and thePlatform plays a critical role behind-the-scenes to make that happen,” said Greg McCall, chief operating officer for television and content at BT. “By expanding our relationship with thePlatform, we are leveraging their locally hosted infrastructure and secure cloud-based software to give us the speed, flexibility and scalability required to meet our evolving needs.”

The mpx video management system provides several key functions for BT. Specifically, mpx provides workflow management of video ingest; metadata management; data coordination with recommendations engines; subscriber management; viewing rights enforcement; and automated video publishing to set-top boxes.

Mpx’s open architecture integrates with a variety of BT’s internal systems and technology from other vendors for content delivery, customer premise equipment (CPE), and user interface software.

“BT remains a global pioneer by adopting a cloud-based video architecture for its next-generation TV service,” said Marty Roberts, co-CEO of thePlatform. “We’re extremely proud to sign this new multiyear agreement with BT to help manage their video publishing efforts. BT’s approach serves as a model for other global pay TV operators that are seeking more efficient and scalable ways to centralize video publishing via IP-based devices.”

Additional customers for thePlatform, which is owned by Comcast, include: A+E Networks, Cablevision, CBC, Comcast, Cox Communications, E!, the Golf Channel, HIT Entertainment, Liberty Global, NBC Local Media, NBC Sports Regional Networks, Outdoor Channel, Oxygen, Rogers, Shaw Media, Style, Syfy, Time Warner Cable, Travel Channel Media, truTV, and USA Network.