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LOS ANGELES and SEATTLE, Oct. 7 /PRNewswire/ -- Today, during a morning keynote at Contentonomics in Los Angeles, Ian Blaine, CEO of thePlatform, disclosed that thePlatform's clients, as tracked by comScore's Video Metrix, had a combined total of 329 million video views in July of 2008.

Compared to the leading U.S. online video properties, thePlatform's volume of video ranks it third in terms of the amount of video the company manages. However, unlike Google (including YouTube) and Fox Interactive Media (including MySpace), which rank first and second respectively, the video managed by thePlatform is all premium video from leading media companies, nearly all of which is monetized through advertising.

  comScore Video Metrix

  Top 5 U.S. Online Video Properties* by Videos Viewed
  July 2008
  Total U.S. - Home/Work/University Locations
  Source: comScore Video Metrix

  Property                                        Videos        Share (%) of
                                                   (000)           Videos

  Total Internet                                11,425,890          100.0
  Google Sites                                   5,044,053           44.1
  Fox Interactive Media                            445,682            3.9
  Microsoft Sites                                  282,748            2.5
  Yahoo! Sites                                     269,452            2.4
  Viacom Digital                                   246,413            2.2

  * Rankings based on video content sites; excludes video server networks.
    Online video includes both streaming and progressive download video.

"The question today isn't how to monetize user generated video. That's a tired subject, and it's not a great business," said Ian Blaine, CEO of thePlatform. "The real question is how to make professional, high-quality video exhibit the same viral traits and success we've seen with user generated content, which will better serve the consumer and the content owners' bottom line." Blaine continued, "The biggest inhibitor to the viral growth of video on the Web is that media companies are reluctant to distribute their content broadly to destinations they can't control. What content owners need is a 'long leash' to let their video run far and wide. With this long leash, media companies can still maintain control and monetize video wherever it lands."

During his keynote today, Blaine discussed a broad range of ideas about the intersection of video and social networking. In addition, thePlatform showcased collaborative efforts with two other subsidiaries of Comcast Interactive Media, StreamSage and Plaxo. With StreamSage, the companies demonstrated how advanced metadata techniques can yield better search results and better viewing experiences for consumers. With Plaxo, Blaine was joined on stage by Joseph Smarr, Chief Platform Architect of Plaxo, and the two demonstrated ways they are providing a "longer leash" that will enable media companies to share video across social networks, and across platforms like the PC, mobile phone, and television.

Additional information about Contentinople's Contentonomics show can be found at http://www.lightreading.com/live/event_information.asp?event_id=28864.

thePlatform is the only white-label video management company that publishes media to the PC, mobile, and TV. Media companies use thePlatform's open system as the central hub for managing and monetizing billions of professionally produced video views annually. Customers rely on thePlatform to design unique Internet TV channels and syndicate video to the most popular destinations. The company offers customers unmatched flexibility to tailor their business needs through the broadest set of integrated partners, including leading campaign systems, content delivery networks (CDNs), player technologies, syndication destinations, and more. Customers also benefit from 24/7 technical support and the ability to monetize their media businesses via advertising, subscriptions, or digital download services.

About thePlatform

thePlatform(TM) is the leading white-label video management and publishing company. Media companies use thePlatform's media publishing system (mps) as the open, central hub for managing, monetizing, and syndicating billions of professionally produced video views annually. The company's services provide unmatched versatility for designing and supporting video businesses on PCs, mobile, and TV. Customers include BBC, Cablevision, CBS College Sports, CelebTV, CNBC, Comcast, Corus Entertainment, Cox Communications, ExerciseTV, Gannett/USA Today, Helio, HIT Entertainment, PBS, PBS KIDS Sprout, Sony BMG, Starz, Time Warner Cable, Hearst Corporation, Verizon Wireless and numerous others. With an eight-year history of service, thePlatform is an independent subsidiary of Comcast based in Seattle, Washington. For more information: http://www.theplatform.com/.