Technology

Net2TV launches cloud-based TV service

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MUMBAI: Net2TV Corporation, headed by industry veterans from MTV/Nickelodeon, Black Arrow, NBC, TiVo and Netflix, has launched its cloud-based television service, Portico.

The company provides advertising-supported, cloud-based television programming services.

Portico, which is Net2TV’s first television service, features free, ad-supported programming from CBS Interactive’s food site CHOW.com, Popular Science and WSJ Live from The Wall Street Journal. The Portico TV service is available now on 2011 and later Philips connected TVs in the US.

Net2TV’s Portico brings to Internet-connected TVs a traditional television viewing experience — free, program-length shows from recognized brands — using advanced cloud technology from ActiveVideo Networks. The programs are grouped by areas of interest such as food, science and technology, and entertainment.

“Good television — the television viewers love — is an art, not an algorithm,” said Net2TV CEO Thomas Morgan. ”We’re building television programming that lets viewers enjoy smart TV just like they do traditional television.”

Net2TV is working with online TV programmers like Discovery’s Revision3, CBS Interactive’s CHOW.com, and traditional print media brands including WSJ Live from The Wall Street Journal and Bonnier’s Popular Science to develop full program-length television shows.

Portico programming is updated daily and new types of entertainment and informational programming will be added in the future.

Net2TV works with television programmers to create packaged, long-form shows running 30 or 60 minutes per episode.

“Watching the living room TV, viewers have different expectations than when using a tablet or laptop. We create an experience for viewers who want to sit back, relax and watch,” said Net2TV co-founder and senior vice president of programming Jim Monroe.

"Our program partners have good-quality, short-form pieces. We work with them to curate these pieces and package them into program-length shows.”

Net2TV’s Portico service will be supported by a television advertising model. Advertising revenue will be split with program partners.

“Viewers appreciate that commercials help keep programming free, but commercial loads must be reasonable,” said Morgan. “A sustainable advertising-based business model comes from balancing the needs of the advertiser with those of the viewer.”

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