Interactive TV News Round-Up (IV): thePlatform, Real Life, Hemisphere, Elemental, Weather Channel, Twitter

--thePlatform in Reseller Deals for Scandinavia, Australasia
--thePlatform in Multiscreen Video Partnership with Elemental Technologies
--The Weather Channel Forms Multiplatform Social Media Partnership with Twitter

Because the [itvt] editorial team has been on the road the past few weeks, we are covering stories in this issue in round-up/summary format. We anticipate that it will take us several days to catch up with all the recent news: so if your company has sent us a press release or briefed us on an announcement, and you don't yet see your news covered in this issue, please bear with us.

  • Comcast-owned white-label video publishing company, thePlatform, has signed reseller agreements with Sweden's Real Life Venture and New Zealand's Hemisphere Interactive. Real Life Venture will sell thePlatform's flagship mpx solution in Sweden, Denmark, Finland, Iceland and Norway, and Hemisphere will sell it in New Zealand and Australia.
  • In other thePlatform news: The company last month announced a partnership with video processing company, Elemental Technologies, that calls for the companies to offer a "joint solution for processing and management of large, dynamic video content libraries for IP-connected devices. The integration, designed for service providers and media companies, combines the Elemental Server file-based video transcoding solution with thePlatform's mpx video management system for multiscreen video delivery," the companies' press materials continue. "As part of [the] announcement, Elemental Technologies joins thePlatform's premier partner program, and the two companies will jointly market each other's solutions to customers. The first company to use the combined offering is Comcast, which relies on the technology to support its online and mobile initiatives...Today, Elemental Server's integration with thePlatform's mpx allows Comcast to deliver on-demand video to, and to the Xfinity TV app for the iPad, iPhone, and iPod touch. Elemental Server also provides the capability to support other IP-devices." Said thePlatform CEO, Ian Blaine: "Elemental is at the forefront of providing robust and cost-effective transcoding solutions. As online video libraries continue to expand, our customers need scalable means to ingest, transcode and distribute video. We look forward to working with Elemental to serve our mutual customers, and addressing new market opportunities together."
  • The Weather Channel Companies (TWCC) has teamed with Twitter to launch The Weather Channel Social, which the companies are billing as "an integration of local, weather-related tweets across TWCC's television, Web and mobile platforms. Now consumers will be able to see real-time tweets about local weather displayed alongside forecasts on, through The Weather Channel on mobile, and on television," the companies' press materials continue. "This unique integration was made possible by Wiredset's Trendrr social curation and conversation analysis technology. As part of The Weather Channel Social launch, TWCC has also created 220 custom local Twitter feeds for cities with populations of 100,000 and above. These handles provide consumers localized forecasts every three hours. Consumers can access feeds for their location by clicking the 'Follow the Forecast' link from local forecast pages on or can enter their city/state or ZIP code from Weather is already one of the most popular topics on Twitter: 1) On an average day, US users send approximately 200 weather-related tweets per minute. 2) On an active weather day, US users send between 300 to 500 weather-related tweets per minute. 3) Significant weather events can generate more than two million tweets per day...The Weather Channel worked with sponsor Citi and its digital agency Razorfish to create an innovative social integration to encourage consumer conversation about local and national weather and relevant events. Citi will feature messaging in high-profile, high-impact placements across TWC properties--on television, online, on mobile and throughout TWC Social pages. TWC network will include on-air mentions and 'Tweets of the day' around Social content. The Weather Channel Social will be an integrated part of all TWCC platforms--on the Social module appears directly below the current weather conditions on every local forecast page. This module will display several real-time, curated tweets matched for relevance to weather in that particular location. In addition, each city has a dedicated local Social page which displays a complete feed of real-time, weather-related tweets, an aggregation of other TWC social and user-generated content, and the ability to tweet their weather comments directly into the conversation...On TWCC's iPhone app, real-time tweets will be featured on every local forecast page. A local Social page with a complete feed of real-time tweets and the ability to directly participate in the conversation will also be available. Social will also be integrated into the content on The Weather Channel network during dedicated segments during live programming. On air this will enable TWCC to bring users into the story by showing real-time messages before, during and after weather events as well as following and reporting on the leading weather trends from Twitter. Throughout TWCC coverage, it will highlight how people enjoy a perfect--or less than ideal--weather day and will celebrate the network's most influential viewers. During severe weather, Social will be a powerful tool that will enable TWCC to tell a complete story of how a weather event is making its impact locally. The Weather Channel Social analyzes social conversations powered by technology from Wiredset, a real-time digital marketing agency, using a proprietary platform that creates sophisticated classification algorithms to identify and analyze social conversations in real time."
North America