Advertisers usually make deals with Viacom to buy ads across the entire platform including cable channels like MTV and Spike.
Synacor is a cloud based television services provider and its platform enables cable, satellite and telecom companies to deliver entertainment services and apps to their subscribers.
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Through its industry-leading OpenSMA program, uControl brings together all the players who power the Connected Home, integrating and enabling a diverse ecosystem, from Service Providers such as cable and telephone companies to Platform Hardware and Lifestyle Device manufacturers who supply items such as thermostats, lighting controls, touch screen tablets and security sensors.
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This is further corroborated by an exec with a "top US MSO" who confirmed specifically that talks are underway with Google on how the TV platform could be integrated with cable boxes.
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For a few, it may be necessary to move onto a different platform, such as satellite or cable.
Launched in 2007, Google TV Ads is an online platform that lets marketers buy national cable TV ads.
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That can make a desktop PC monitor an easy platform for keeping up with the cable TV news channels all day--or the baseball game you're missing because you're rushing to make a deadline.
Entertainment will leverage YOU On Demand's platform to provide a potential 200 million cable households access to the studio's films on their television sets.
OpenCable Application Platform (OCAP) would allow the cable company to download the same software to every CableCARD 2.0 host device regardless of the manufacturer.
"When we first met with the president of Time Warner Cable in Los Angeles, he asked us what platform we were targeting, and we said, 'Basic digital, '" says Hong.
"When we first met with the president of Time Warner (nyse: TWX - news - people ) Cable in Los Angeles, he asked us what platform we were targeting, and we said, 'Basic digital, '" says Hong.
"The availability of a service like TWC TV on an open platform represents significant milestones for both Time Warner Cable and Roku as well as for the industry overall, " said Anthony Wood, founder and CEO, Roku.
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This is an important milestone for big cable, as they want to prove the viability of the OpenCable platform to the FCC.
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Cable's solution to this is middleware software originally called OpenCable Application Platform ( OCAP) and more recently renamed to simply: OpenCable.
ENGADGET: Time Warner Cable deploys 150k OpenCable STBs, aka CableCARD 2.0
Networking giant Cisco (nasdaq: CSCO - news - people), also takes a platform agnostic but bullish view of the broadband market, supplying equipment for cable, DSL and wireless service providers.
The video on demand business is something they should stay away from and instead focus on everything they are good at, since they have an application platform and a burgeoning ad sales business, they could utilize this by offering cable operators and telcos a piece of the pie against a well defined TV interface with social interaction.
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Mediaroom was Microsoft's try at an Internet TV platform, serving up on demand content to PCs, TVs and mobile devices through partnerships with cable companies.
If cord-cutters were a political party, the first plank of their platform would be the right to subscribe to HBO directly over the internet without signing up for cable or satellite TV service.
Notice that in none of this platform prattle have I even mentioned the current titans that have been warring over TV for years: The cable service providers, satellite companies, even the programmers that produce and deliver the content we all love.
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