I. Proposed Solution

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onfidential Information of thePlatform

thePlatform Proposal
to
NOVUSNOW

1

TVE Proposal


NOVUSNOW


Deployment Options

Commercial Model

License Fees Yr 1

Shared ASP

thePlatform hosts and
operates thePlatform mpx in a
shared environment.



Monthly software license
fee is determined by
functionality and usage

License and Support F
ees

Set up fee:
$5
,000


Development Pricing:



Dev
e
lopment period license fee:


$4
,000 / mth

This fee is charged on a monthly basis throughout the development
period.


Production Pricing:

$8,5
00/mo


Included in license fee:

1
,000
Media Objects

100
,000 Acti
ve End Users (TVE authentication included)

250,000

Media Requests

SDK (software development kit) and PDK (player development kit)

24 X 7 Technical Support

Software Updates

YouTube connector for promotion

2

Sharing Accounts


Incremental fees*:

Media Objects

$0.05 /
object over 1
,000


Media Requests

$0.0
1 / reques
ts over 250
,000


Active Audience Members

$0.005/200
,001
-
999,999

$0.001/1m+

Term: Proposed 2 Year
Term






I
. Proposed Solution


This section will outline thePlatform’s proposed solution to meet

our customer
’s business objectives:




Successfully position our customer

in the digital space



Reduce churn of core premium business through added value



Take control of the brands in the online environment



Grow incremental revenue



Direct connection with the

customer base





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thePlatform is
proposin
g solutions for these core areas
:




Supplying the user facing interfaces and working with
our customer

on custom interface design
using thePlatform’s
mpx

Web Services API



Providing the back end infrastructure to sup
port the listed requirements



Provide hosted transcoding and DRM solutions



Broker integrations with existing CMS, Analytics, Ad Networks, and other 3
rd

party solutions



Supplying systems integration support for billing and authentication services


1.2

User I
nterfaces

User Interfaces

Feature

Compliance

Comments

Mobile Apps
(iPhone/Android)

Compliant

While thePlatform does not provide an app builder out of the
box, thePlatform supports a broad range of iPhone/Android
based application development

Tablet Apps

(iPad/Android)

Compliant

While thePlatform does not provide an app builder out of the
box, thePlatform supports a broad range of iPad/Android
based application development

Website/Broadband

Compliant

thePlatform PDK supports Flash & HTML5 broadband
playb
ack

Connected TV/XBOX

Compliant

thePlatform does not have a separate TV/XBOX app, however
thePlatform does have partners that have integrated both
connected TV Platforms and we are integrated with Cypress
Solutions on the Microsoft XBOX Lakeview Project

Social Media App

Compliant

thePlatform supports a wide range of social features.
thePlatform’s PDK supports social media widgets, and our
players have been whitelisted for Facebook.

thePlatform Player Development Kit (PDK)

Included in this response is fu
ll access and support to the
mpx

Player Development Kit (PDK). The
Player
Dev Kit (PDK)

is a set of tools that make it easy for you to build players. A
player

is an online experience that
a media consumer with a broadband connection can use to browse a ca
talog of content and select individual
media clips to view. Players can display metadata about clips and their categories, and can deliver video and
banner advertising defined in content playlists.

The PDK helps you create compelling broadband players easi
ly and quickly, but it also affords an unparalleled level
of flexibility for users who demand deeper
customization
.

With the default set of
Adobe Flash

components in the PDK, users can build fully functional players by writing
simple HTML documents. The PD
K includes over a dozen sample
host pages

that demonstrate common layout
arrangements and component configurations.

More advanced developers can integrate their own JavaScript libraries or write custom Flash components to add
almost any conceivable functi
onality to a host page. For information about integrating custom code with the PDK,
click PDK developer's guide link below.

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Available since version 4.2.2 of the PDK is a demonstration of the Player Dev Kit for browsers that support HTML5.
As of PDK 4.4,
new features exist with which you can configure both HTML5 and Flash using a single shared syntax
in a host page. Refer to the
PDK
user's guide

to learn more about how
the shared syntax works. Also see the
sample host pages to review working
examples.

This release implements the following
existing PDK features in HTML5.



Feed parsing



Preview images



Configurable playback options



Advertising and
tracking plug
-
ins

thePlatform PDK offers truly
unprecedented access to afford our
clients the ability to quickly build
websites that differentiate themselves
by offering customers rich navigation,
exciting layouts, highly customizable data driven presentat
ion, and rich social sharing capabilities.
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thePlatform Mobile Web/App Support

In addition to “Online” video, thePlatform’s clients include media distribution companies that have rich media
offerings in the mobile and TV space. thePlatform’s customers ha
ve built mobile web portals optimized for phone
(iPhone, Android, Blackberry, Windows Mobile) and tablet (iPad, Android, Blackberry) playback. Based on user
agent detection, a common video experience shared across all platforms can be optimized for viewin
g on the end
users device.

For clients looking to build custom apps for each
device, thePlatform features a rich ecosystem of
partners who have a deep understanding of
thePlatform’s unique toolset while retaining the
specialization often needed to build
truly
exceptional custom apps.

Whether building out custom apps or mobile pages,
thePlatform’s market leading player
development environment and partner
network provide for unparalleled flexibility.
The result is the most powerful toolset
available to d
efine, implement, and scale video
experiences that differentiate your brand.


Living Room: Connected TV’s, STB’s,
and Xbox

Some of the more recent areas of new customer investment and activity include: deployment of next generation
IPTV/STB services, suppo
rt for an upcoming launch of 15+ Connected TV and embedded devices, iPhone video
portal and application development, advanced advertising models, federated authentication of individual household
users across multiple devices and access portals, embedded de
vice DRM, next generation adaptive streaming
technologies and bundled and cross promotion of content services. thePlatform understands the complexities
involved in delivering the right format to the right device, at the right time, at the absolute highes
t quality.


thePlatform continues to update and upgrade thePlatform
mpx

to support the ever
-
changing media management
and publishing technical requirements. Working with innovative and market leaders including BT, Canvas, Comcast,
Time Warner, Telstra, B
BC, NBC, News Corp., and CBS, thePlatform strives to stay ahead of the curve on new
features and functionality. The current roadmap incorporates features such as integrated rich media broadband
portal design and creation tools, next generation content secu
rity (DRM), connected TV and embedded device
publishing, more advanced and targeted advertising scenarios, as well as powerful personalization and community
services.



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1.1

Hosting Website UI’s and Video


Hosting Services

Feature

Compliance

Comments

Vi
deo Hosting

Compliant

thePlatform offers Video Hosting solutions.



1.2

Content Distribution Network (CDN) & Content Security


thePlatform is CDN agnostic and can integrate with virtually any CDN, 3
rd

party storage or even peer to peer
network. While we r
esell Edgecast streaming services, most of our enterprise class customers choose to work
directly with existing arrangements they might have with Akamai, Limelight, Level 3, etc…


The following CDN partners are currently integrated with thePlatform:


Thes
e integration points enable thePlatform to report on the status of content at the CDN, to move and arrange
content at the CDN, to remove expired content from the CDN, usage statistics on that content, as well as some
basic QoS statistics directly within th
e
mpx

console.


In general, one will want to secure content stored locally prior to delivery to the Online Video Management suite (i.e.
mpx
). To this end, thePlatform has a unique approach to working with clients in a hybrid model, where the client
has t
he option to deploy thePlatform’s Remote Media Processor (RMP). RMP enables one to move, encrypt,
transcode, and manage files using a cloud based OVP without exposing your media. The RMP is installed locally
within your network and connects to
mpx

to det
ermine if there are any file management requests that it can fulfill. In
this way, thePlatform offers the reliability, scalability, performance, and convenience of the cloud based systems and
services while maintaining the capability to operate within the

secure environment you’ve built.

In addition to securing files, most will also wish to secure the playback of those files. You’ll want to have your
content played on as many devices by as many users as possible, while maintaining control over the rights

and
entitlement policies you’ve identified for your content. To this end, thePlatform provides a series of policy
management services that can be applied to individual media objects, to user accounts, or to entire feeds of content.
thePlatform provides
you the ability to apply security/rights policies enabling detailed control over
who/when/where/how the media can be viewed, including managing:



Feeds:

Protecting the content of a feed and the metadata
information provided by the feed from appropriation



UR
L:

Requiring user tokens or keys to access playback or
public URLs



Availability windows:

The period during which the user
can request and access media



IP address:

Allowing or denying access to content based
on the client device’s IP address



Geo Restriction
s:

Controlling access based on the end
users physical location



Domain:

The web site from which content is embedded.



Device Identification:

The web browser or device that the
end user is using to make the request



DRM:

Locking file access with an encryption
process and
keys

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Entitlements:

Setting specific viewing rights by user and video file


thePlatform recognizes that your content is the source of your business, and that you need to secure it at multiple
points along the video delivery chain. We developed o
ur system’s security features and our technology integrations
so our customers, each with their unique business needs, can control content access how and when they want.


1.3

Video Asset Management (VAM)

Video Asset Management

Feature

Compliance

Comments

Content Ingestion

Compliant

Robust content/metadata ingestion support

Transcoding

Compliant

thePlatform offers hosted transcoding services as well as
support for most of the major transcode vendors for “in
-
house” transcoding.

Video Asset Mgmt

Compliant

thePlatform will move files to the servers/networks modeled in
the publishing profile per the publish process

Metadata Mgmt

Compliant

thePlatform will validate & conform metadata to meet the
requirements of the deliverable.

Rendition from
Mezzanine

Compl
iant

thePlatform supports workflows where a single master asset is
uploaded and renditions generated from this as needed

DRM

Compliant

thePlatform supports license generation, content encryption,
and key exchanges for most of the leading DRM vendors


the
Platform believes that ingesting your content into a system for distribution should be just about the easiest part of
the workflow, so we designed the Ingest Service to streamline the process with the least amount of management
required on your part. With
our ingest tools, you can automate a critical part of your media management workflow
and save time and effort with a system built to adapt to your processes

rather than to make you adapt your
processes to ours.


Ingest

The Ingest Service helps you upload,
update, and delete your voluminous content and video metadata. It’s designed
to accept large amounts of your content now, and to support your needs as your content library evolves and grows
over time.


Use the Ingest Service to tailor content upload to you
r own processes:




Migrate your content to
mpx

easily and efficiently from a digital asset management system (DAM), a
content or syndication partner, or another video management system



Retain the current ingest processes that are working well for you with

adapter scripts that
automatically convert your metadata into a format that is readable by our system. Start with add
Content, Media RSS, Excel, or CSV, or build your own using Groovy Script.



Use your existing feeds to ingest content or set up a Watch Fol
der and see content ingested
automatically from your workflows.



Upload massive amounts of content quickly and easily so that you can focus on growing your
business.



Ensure that your content is ingested properly every time with data from detailed error lo
gging.


The Ingest Service offers several methods for automated content upload:


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Watch Folders are FTP locations on your system that the Ingest Service constantly monitors for
changes. Watch Folders are a “push” ingest method: you drop the media in, and it
’s automatically
uploaded to thePlatform’s video management system.



The Feed Reader monitors your feed and automatically uploads content additions and changes to
your account. The Feed Reader is a “pull” ingest method: the upload is drawn into our system a
s we
read the feed.



API Integration: The Ingest Service is fully documented and accessible via the
mpx

Web Services API
(REST)


If you need to use files without moving them (for example, files that must remain under the control of another content
managemen
t system), you can use external file links to:




Model live encoders and live streams in your workflows.



Model files being managed by a partner.



Reduce storage and bandwidth costs by fetching things only when you need them.



Migrate from another system wi
thout having to move all your existing files.


Transcode

thePlatform is unique in offering clients the ability to chose between a completely hosted transcoding environment,
full use of your existing in
-
house transcoding capabilities, or a hybrid of the two
. Because of this, you are free to
build out the transcoding scale you will need to meet your critical time
-
to
-
delivery requirements


in your facility or
ours! thePlatform supports four models for transcoding:




Local


Take advantage of your existing or

new local transcoding farm.



Hybrid


Use your local transcoding engines for high priority/supported workflows, while using
thePlatform’s hosted transcoding services for overflow or where hosted transcoding offers workflow
benefits.



Dedicated Hosted


Purc
hase dedicated resources hosted and managed in thePlatform’s hosted
environment.



Shared Hosted


Schedule transcoding jobs in thePlatform’s shared hosted transcoding environment.


The client retains the greatest control over performance when managing their

own transcoding farm within their
network, but can leverage thePlatform’s hybrid or hosted models where this provides the greatest benefit in
efficiency.


For content transcoding that has a requirement for fast turnaround, you may want to avoid the latenc
y of uploading
content to our hosted transcoding environment, and instead create renditions using your local transcoding services
(purchased and maintained in
-
house). For other jobs that are less time sensitive, you may wish to take offload the
tasks to o
ur hosted environment.


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Wherever the content transcoding occurs,
mpx

will be managing that process. This includes progress reporting (see
image below), status, error messages, etc…
mpx

is currently integrated with the leading transcoding vendors in th
e
marketplace, including:



As you can see from the diagram, transcode operations are reported back into
mpx

via the RMP. The RMP is
integrated with your transcoder (or our hosted transcoders) and will submit jobs, track jobs, and report the status of
jo
b submitted:














Digital Rights Management


Currently, thePlatform supports DRM approaches from a number of DRM technology partners, including:




Widevine



Adobe Flash Access



Microsoft PlayReady



Microsoft Windows Media DRM


This support includes e
ncrypting the
content and public/private key
management. On media request,
mpx

can validate and provide keys to unlock
content. This is part of a security policy
and the policy management features
include the ability to rescind keying when
playback windo
ws have expired. Please
note that thePlatform resells both Adobe
Flash Access as well as PlayReady.



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Policy / Metadata Management


mpx

has been designed from the ground up to provide a system capable of easily and intuitively conforming to your
workflo
w. A central component of this is metadata management. From ingestion of existing metadata, validation
enforcement, enrichment, indexing and distribution conformance,
mpx

enables deep interactions with metadata.
From feed readers and ingest adapters to
manual entry, ingesting metadata into
mpx

is a simple and intuitive
process.
mpx

supports complete customization of the metadata fields required/associated with media objects,
including specification of the validation parameters for that metadata. Lastly
, feed adapters and connectors can be
used to automatically conform metadata to the unique requirements of your distribution partners. The only real
restrictions will be those
enforced by your own
business practices and those
of your partners.


As you ca
n see in this image,
the operator has added a
custom “German Title”
metadata field, and added a
character limit validation rule
for the “Title” field:



Managing feeds (also
commonly referred to as
playlists, release lists, or
channels)

collections of
meta
data about media you
have published

is one of the
most important aspects of online video. To target your audience as accurately as possible, you need a lot of
flexibility in defining play sequence for videos, selecting specific videos for a list, creating
dynamic lists of videos, and
choosing feed formats and policies.


The tasks of creating, managing, and organizing your feeds and creating playlists should not take up your producers
and editors time. So we’ve designed our Feeds Service to give you a lot of

control:




Use RSS, Atom, or JSON format for your feeds.



Control playlists with drag
-
and
-
drop tools.



Configure feed filters to include only media of a selected format, asset type, encoding profile, delivery
method, or category. You can also create custom

filters to define release lists unique to your own
custom programming needs.



Specify which thumbnails and metadata fields to present with the feed content.



Search feeds to find popular media that you’d like to “pin” to the top of the playlist to promote

more
videos based on what’s new or in a selected category. Pinned feed items will appear before items
that are selected by a query.



Set an ad policy on a feed to ensure a consistent ad experience across all the content in the feed;
determine when ads are

served with your content and from which ad services.



Limit who can view the feed at the public URL so that end users receive an error message if they
don’t meet the conditions defined by the restriction.


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Feeds are dynamic

once the criteria for a feed

are established, you don’t need to manage it continually, since new
media you add to your account that match
the criteria automatically appear in the
appropriate feed(s).


For high value partners that you may want
to expose playlist and media control with
out
necessarily providing the end user direct
access to
mpx
, clients can integrate their
own media management portals using
mpx

to power the backend media management,
and easily integrating via the
mpx

Data
Services API. All media objects are indexed
in t
he
mpx

Data Service and can be queried
directly. This enables clients to integrate
existing website CMS curation and/or
custom portal playlist creation without
exposing the back end services directly to 3
rd

parties.




1.4

Content Management System

Conten
t Management

Feature

Compliance

Comments

CMS Integration

Compliant

thePlatform features integrations with many of the leading CMS
vendors as well as numerous “home grown” CMS solutions.
Integrating via the Web Services API Framework is easy.
Additional
ly, any scriptable input can be modeled and
managed within
mpx
, enabling easy ingestion of CMS
metadata


thePlatform does not currently offer a standard CMS solution. thePlatform recognized that there are distinctions to
the many and varied workflows man
aged by the CMS and OVP and prefers to facilitate integrations with existing
CMS partners or in
-
house solutions. Most clients will have an ingest integration enabling content locations and
metadata to export from the CMS directly into
mpx
. In addition, m
any have
mpx

populate media release lists and
public URL’s as well as Players in their Website CMS, enabling editors to dynamically curate page specific video
experiences.

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1.5

Content Protection

Content & Site Security

Feature

Compliance

Comments

File
Security

Compliant

Secure storage and transfer supported

Transport Security

Compliant

Aspera Secure and SFTP/SHTTP transfer supported

Player Security

Compliant

Playback is secured via rights/restrictions policy

Application Security

Compliant

Playback is

secured via rights/restrictions policy

Physical Security

Compliant

thePlatform support hybrid hosted/local video file management


thePlatform breaks content security down into two fundamental points; Securing content at the file level, and
securing the
playback of the video.


Media File Security is further broken down into two primary categories:



CDN:

Integrating with access security methods provided by your CDN




Local storage:

Ensuring your content is secure at its storage locations

thePlatform suppor
ts a range of delivery options to secure the movement of content from your local storage
environments to your CDN partners, including Aspera secure transfers and SFTP protocol transfers.

In general, one will want to secure content stored locally prior to d
elivery to the Online Video Management suite (i.e.
mpx
). To this end, thePlatform has a unique approach to working with clients in a hybrid model, where the client
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has the option to deploy thePlatform’s Remote Media Processor (RMP). RMP enables one to m
ove, encrypt,
transcode, and manage files using a cloud based OVP without exposing your media. The RMP is installed locally
within your network and connects to
mpx

to determine if there are any file management requests that it can fulfill. In
this way, t
hePlatform offers the reliability, scalability, performance, and convenience of the cloud based systems and
services while maintaining the capability to operate within the secure environment you’ve built.

In addition to securing files, most will also wish
to secure the playback of those files. You’ll want to have your
content played on as many devices by as many users as possible, while maintaining control over the rights and
entitlement policies you’ve identified for your content. To this end, thePlatfor
m provides a series of policy
management services that can be applied to individual media objects, to user accounts, or to entire feeds of content.
thePlatform provides you the ability to apply security/rights policies enabling detailed control over
who/w
hen/where/how the media can be viewed, including managing:



Feeds:

Protecting the content of a feed and the metadata information provided by the feed from
appropriation



URL:

Requiring user tokens or keys to access playback or public URLs



Availability window
s:

The period during which the user can request and access media



IP address:

Allowing or denying access to content based on the client device’s IP address



Geo Restrictions:

Controlling access based on the end users physical location



Domain:

The web site fr
om which content is embedded.



Device Identification:

The web browser or device that the end user is using to make the request



DRM:

Locking file access with an encryption process and keys



Entitlements:

Setting specific viewing rights by user and video file


thePlatform recognizes that your content is the source of your business, and that you need to secure it at multiple
points along the video delivery chain. We developed our system’s security features and our technology integrations
so our customers, each w
ith their unique business needs, can control content access how and when they want.

1.6

Subscriber Authentication

thePlatform has the most robust TV Everywhere and User Authenticated solutions today. thePlatform has
successfully engaged with content prov
iders on building next generation TV Everywhere playback experiences, with
MVPD’s to authenticate video playback entitlement, and has led the industry in proposing and adopting solutions to
simplify the adoption and end
user processes.


thePlatform support
s both
Transactional (TVOD) and
Subscription (SVOD) models.
The current focus at thePlatform
is on flexibility to best match the
dynamic TV Everywhere and
IPTV business models. End user
access to content is conditionally
granted via entitlement policy.
These policies are easily
configured in
mpx

and can be
applied dynamically to content.
Entitlement policy can also
feature rights windows, such that
content may be released initially
with a high level entitlement
policy which is reduced over time.
For e
xample, content initially only
available to premium subscribers
may become available to a lower
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level subscriber after a set rights window on the content. These policy settings are fully exposed and configurable in
the
mpx

Console.


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To build an entitle
d access business there are some fundamental pieces you need to have in place:

Necessary Components of a Successful Authenticated Workflow

U
se
r
I
d
e
n
t
i
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y
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e
ct
e
d

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t

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r
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ss
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l
i
ci
e
s
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l
i
cy
En
f
o
rce
me
n
t





The following chart shows some the general workflow for authenticating an end user against an MVPD or other user

list:


Authenticating an End User

MVPD

s

Au
t
h
/

I
d
e
n
t
i
t
y
Se
rvi
ce

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e
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e

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a

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MVPD



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Once an end user is authenticated, there may also be an Entitlement check to confirm that the end user can indeed
playback the requested video. This is common when various subscription levels are offered or where th
ere is age
restricted content. An example of the workflow for this content would look something like this:


Confirming Playback Entitlement

t
P’
s

Au
t
h
e
n
t
i
ca
t
i
o
n

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rvi
ce

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e
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e
+Bro
w
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r

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P’
s

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Supported MVPD’s & Adobe Pass

The MVPD’s and 3
rd

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tegrated with includes:








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1.7

Subscriber Access Monitoring & Fraud Detection


mpx

features a number of capabilities to assist in the monitoring of subscriber access and detection of fraudulent
activity. Some examples include:




Limiting the number
of plays



Limiting account concurrency



Enforcing Availability Windows



Enforcing Geo Restrictions



Require Encryption Key



Scope limits


In addition to advanced reporting features
to help one quickly analyze media views
and gather performance statistics on yo
ur
authenticated media,
mpx

has specific
metrics relating to the individual
subscriber and/or household. Paramount
among these is the concurrency limit
applied to the subscriber authentication
token.


mpx

enables you to specify an upper limit
on the numbe
r of concurrent connections
from a given subscriber. Once the
concurrency limit has been set,
mpx

can
be act on suspicious activity. A specific
example of this is a scenario where a
subscriber is limited to 5 concurrent sessions
to a particular media or

to a library of media. On the
6
th

attempted access,
mpx

automatically disables
the account, removes access to the 1
st

authenticated
user, or denies access to the 6
th

concurrent session.
This is completely configurable in
mpx
.

1.8

Parental Controls

Child

accounts can be modeled in
mpx
. This allows one to customize the playback experience for an authenticated
account, enforcing any number of rights restrictions based on the parent and child account credentials.

1.9

CRM Software / Hardware

thePlatform does

not currently offer direct CRM solutions. Instead,
mpx

can be configured in an number of ways to
help incorporate deep customer interaction and “call
-
to
-
action” campaigns, as well as leverage other valuable CRM
capabilities. These services are typically

integrated into
mpx

using the Web Services API.


1.10

Adaptive Search

All objects modeled within
mpx

are indexed and can be searched on. This means that for every media object in
mpx
, all of its descriptive and systemic metadata is fully available as sea
rch criteria for any number of purposes.


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In addition to supporting rich search functionality, thePlatform is currently engaged with some of the leading Pay TV
and IPTV operators to help build the next generation of TV Guide Services. These guide servic
es include support
for dynamic search across multiple platforms (i.e. Live Linear, VOD, IP, etc..) and can include a wide range of criteria
(i.e. Provider, Title/Description, Keywords, Cast, etc..).


Lastly, these services can be tied into 3
rd

party recomm
endation and social add
-
ons to deliver a highly dynamic and
engaging search and select video experience.


1.11

Geo
-
Blocking / Filtering

mpx

supports a wide range of restrictive policies that can be placed on a number of objects. For example, a feed of
con
tent targeted for release to a single community can have a rights package on it that limits access to only zip
codes within that community. The following list provides examples of some of the filter agents that can be applied to
individual media, feeds, a
nd/or entire content accounts:




Availability Windows



Location

o

Countries

o

Regions

o

Metro Areas

o

Cities

o

Area Codes

o

Postal Codes



IP Address Ranges



DNS Domains



URL Restrictions



User Agents


In addition to these restrictions, custom filtering can be configured to

give you complete control over how, when, and
from where your content is accessed. All access is then reported and can be analyzed to ascertain performance
and enforcement behavior.


1.12

Recommendation Engine / Discovery

A wide variety of online video r
ecommendation engines and other content discovery capabilities are supported
,
including theFilter
. Through various plug
-
ins, clients who’ve built their video presence on thePlatform enjoy a wide
range of capabilities to help drive higher customer engageme
nt and satisfaction. The following sections
demonstrate some of the many ways that thePlatform equips our clients to offer the most compelling video
experiences available.


SEO

mpx

offers all of the following technologies to supports the myriad SEO requir
ements:



Automatic feed updates



Integration with major analytics technologies



Ability to submit site maps to all video search engines that accept them



Policies for controlling whether media must have metadata applied prior to being published



Ability to cont
rol metadata consistency across all media



Ability to convert the metadata into a format that is readable by their video management system, no
matter what format your media starts out as.


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thePlatform’s Feeds Service 3 produces MRSS feeds that are tailored
for use as Google video site maps. Using
mpx
, you can manage the link to the unique page for each video by either basing the page name on media
metadata (title, Reference ID, or public URL Public ID), or by using the page name as a related link.


To build
the site map, you create a new feed, and apply the settings that will give you the best results. Once the feed
has been processed by Google, Google will read and index it daily. You can get details on building site maps in the
mpx

Technical Resource Center
.


When you publish links to your feeds you can add SEO
-
friendly link text that will be ignored by the Feeds Service
when a user requests feed content. By appending these “fake directories” to a feed URL on your site, you can create
feed links that are pro
cessed by search engines but are still valid for Feeds Service requests. The following samples
show a feed URL before and after SEO
-
targeted text has been added, as examples:


http://feed.theplatform.com/f/
-
ˇ/bPMzgGYdV6dq


...becomes:


http://feed.theplatform.com/f/
-
ˇ/bPMzgGYdV6dq/latest
-
ˇcel ebrity
-
ˇmel tdowns


If you’ll be including a query string in your feed, it appears after the SEO text:


http://feed.theplatform.com/f/
-
ˇ/bPM
zgGYdV6dq?byCategories=HomeRuns


...becomes:


http://feed.theplatform.com/f/
-
ˇ/bPMzgGYdV6dq/top
-
ˇten
-
ˇhomeruns
-
ˇof
-
ˇthe
-
ˇweek?byCategories=HomeRuns


Socializing / Sharing

thePlatform PDK enables your audience more social media sites for sharing, including
Facebook, Twitter, MySpace,
Yahoo! Buzz, Digg, StumbleUpon, Delicious, VodPod, Reddit, and Windows Live. With regards to emerging outlets,
thePlatform is constantly updating the list to support new social media outlets.

For a more personalized sharing exp
erience, viewers can clip a video and send to a friend. The shared video will
start automatically at the point the sender specifies.

One can enable Twitter hash tags to automatically send a tag along with your shared video, which helps you track
and manage

your Twitter sharing traffic.

thePlatform is a whitelisted sharing partner for Facebook, and content shared using thePlatform PDK to Facebook is
passed through in tact with metadata and image asset. Viewers can click, clip a segment, comment and share a
ll
from the PDK Sharing interface.

In addition, the playback link and release list will point back to the original site, driving traffic from social networks to

your website.



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Recommendation / Discovery

The following partners help enrich the content
discovery process and apply unique heuristic models to engage the
audience with content specifically matched to their interests.









1.13

Web & Video Analytics

mpx

provides a highly configurable web based reporting engine. The reports view can be c
ompletely customized.
Reporting can include operational reporting, such as the number of assets and formats delivered to a syndication
partner. Reporting can be focused on the performance of content, such as the number of plays on a given device
within
a given date range. Every object modeled within
mpx

can be reported on, as is seen in the below graphic:


For a deeper dive into web and video analytics, thePlatform works with partners who specialize in research and
display of metrics. Omniture is one o
f many examples where thePlatforms well documented and open interfaces
have facilitated an integration that enables thePlatform’s clients to enjoy the rich reporting and metrics capabilities of
Omniture. Below is a full listing of partners that thePlatfor
m currently has integrated in our playback devices.


1.14

Online Customer Service


24x7x365 Support

Our Customer Support team, located in Seattle, offers 24x7 technical assistance. The support department is staffed
by fully qualified software engineers who

are available to aid in troubleshooting and diagnoses, consult on API
programming, and answer feature related questions. In addition, thePlatform offers 24x7 NOC support to monitor all
of the
mpx

operational systems. The NOC team is the first line of resp
onse for any customer
-
reported incidents
during off
-
hour periods.

Customers can reach thePlatform’s support team through a toll free telephone number and email, through which the
majority of our support department’s requests are received.

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For every call o
r email received, we generate a trouble ticket, and we send the requestor an automated email
response including the ticket number for future tracking. Any further responses to either the original email or to the
automated email are automatically appended t
o the trouble ticket. Once the ticket is created, it is assigned to one of
the active support engineers, who investigate the problem and contact the ticket originator either by phone or email.
Typical ticket resolution time is within 24 hours.

We also have

a Customer Support Portal on our corporate web site, through which customers can log in to find
articles on quick how
-
tos, system architecture, and other helpful information about the media publishing system.

1.15

Systems Integration

thePlatform has exten
sive experience participating in the development and ongoing operations of rich best
-
of
-
breed
solutions. In terms of specific vendor roles and requirements, thePlatform has over nine years of experience of
working alongside or integrating our technologies
with a variety of third
-
party technologies, services, and proprietary
backend systems, and can either work with existing systems or vendors of LGI’s choosing or can leverage a broad
network of partnerships already in place.

Companies participating in theP
latform’s premier partner program span the entire ecosystem of online video,
including advertising campaign management systems, ad sales networks, content delivery networks, content
protection, media formats, transcoding engines, payment processors, syndic
ation outlets, and video search.


Requirement

Recommended Partner

General Comments

Content Creation & Delivery

Audio/Video
Encoder

TBD/Rhozet

thePlatform recommends that we work with
o
ur customer

to
define the specific target device and format requireme
nts from
which we can identify the ideal transcoding integration to use.
We currently support several transcoding systems which have
already been integrated but are constantly evaluating new
products to support. In general, we have found Rhozet to be a
sol
id solution providing multi
-
format support in a highly scalable
manner.

Digital Rights
Management

Microsoft Windows Media
DRM

thePlatform has integrated with PlayReady, Flash Access and
Widevince DRM technologies.

Content Delivery
Network or
Streaming
Server

Cisco CDS or other

thePlatform has a very close partnership a number of CDNs
including a strong working relationship with
o
ur customer
’s
current vendor (Akamai). Approximately 60% of our
customers use Akamai’s CDN service

Client

Broadband PC
Play
er &
Download Media
Manager User
Experience

Massive Interactive,
Empathy Labs, Digiflare and
others

thePlatform can provide many of the underlying player and
download media manager controls and the content catalogue
feed populating these environments, but
would rely on a third
-
party design/systems integrator firm to do the actual creative
design work.

Billing & Advertising

Retail
Storefront/Billing

Infosys, Amdocs, VeriSign
or other

thePlatform provides an extensible billing API for interfacing
with any
extensible billing and retail environment, mapping
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content policies, licenses and end
-
user restrictions, and has
extensive experience integrating with a variety of
billing/payment, storefront, and retailing systems.

Advertising

DoubleClick, Lightningcast,

other

thePlatform has significant experience in supporting a wide
range of advertising scenarios and recommends using a
combination of our native products capabilities and existing
integrations with leading vendors such as DoubleClick or
Lightningcast, Li
verail, etc


1.16

Project Management

thePlatform’s Professional Services teams is organized to provide the customer with the highest
-
value solutions in
the shortest time possible. To that end, we use an Agile development methodology (scrum) throughout our

process.
In short, scrum helps us to deliver demonstrable functionality to our clients in short, iterative cycles, allowing
customer modification and feedback during the development period.

We hope that during an engagement with thePlatform’s teams, the k
ey customer stakeholders are available for both
review and direction of the development effort.


thePlatform Professional Services Rates

thePlatform’s standard rates for professional services are:



Solution Architects: $250/hr



Project Managers: $200/hr



Deve
lopment and Quality Assurance: $175/hr



Documentation: $125/hr

Working with Professional Services

Throughout an engagement with our mpx team, we give the customer insight into exactly what the team is working
during a given period. Without going into too mu
ch detail, thePlatform teams break work cycles down into sprints. A
sprint is usually two to four weeks in duration, at the end of which we can show a demonstrable piece of functionality
to the customer. To manage the work during a given sprint, we use a v
ariety of different tools, all of which can be
shown to the customer. The time and dollars spent can then be easily tracked throughout both a sprint and the
project as a whole.

1.17

Testing & Certification

Typically, thePlatform provides Unit and QA testin
g services as part of our methodology, however, we are open to
working with customers to define an acceptable approach to testing. In addition, thePlatform supports all custom
development an standard servic
es through our Web Services SLA.

1.18

Ongoing Sup
port

It is rare that customers have ever asked us or needed us to provide on
-
site support. The main reason for this is that
as an ASP service, there is no local deployment of hardware to maintain and all software resides within our data
centers.


That said
, in the event that
o
ur customer

wanted to pay to have additional support on
-
site, particularly at time of
development, either a technical account manager or our consulting services team can be engaged.


Upon engagement with thePlatform all customers recei
ve the following support:

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Role

Personnel

Responsibility

Sales
Representative

Charles Scott


Charles supports your day
-
to
-
day business related activities.

Account
Manager

Kim Gualdoni

Kim is your dedicated Account Manager and is your primary
advocate wi
thin thePlatform. Kim provides regular business
and product roadmap reviews as well as providing an
escalation point to address business issues and feature
requests.

Technical
Account
Manager (see
below)

TBD

A TAM is responsible for supporting the integra
tion efforts as
well as the on boarding of
o
ur customer
’s

partners.

Training


Kim is available walk your team through
mpx

to ensure your
personnel understands how to work with each feature and
pass on this knowledge

to your customers.

24/7 Technical
Support

thePlatform
Support Team

Our technical support team is available 24 hours a day, 7
days a week by either email or phone. Engineers staff this
team so that we may quickly understand and resolve any
issue.


24x7
x365 Support

Our Customer Support team offers 24x7 technical assistance. The support department is staffed by fully qualified
software engineers who are available to aid in troubleshooting and diagnoses, consult on API programming, and
answer feature relat
ed questions. In addition, thePlatform offers 24x7 NOC support to monitor all of the
mpx

operational systems. The NOC team is the first line of response for any customer
-
reported incidents during off
-
hour
periods.

Customers can reach thePlatform’s support
team through a toll free telephone number and email, through which the
majority of our support department’s requests are received.

For every call or email received, we generate a trouble ticket, and we send the requestor an automated email
response includ
ing the ticket number for future tracking. Any further responses to either the original email or to the
automated email are automatically appended to the trouble ticket. Once the ticket is created, it is assigned to one of
the active support engineers, who

investigate the problem and contact the ticket originator either by phone or email.
Typical ticket resolution time is within 24 hours.

We also have a Customer Support Portal on our corporate web site, through which customers can log in to find
articles on

quick how
-
tos, system architecture, and other helpful information about the media publishing system.

Additionally, as part of this proposal, thePlatform is recommending that
o
ur customer

engages with a Technical
Account Manager (TAM), which is a resource

dedicated to the success of individual customers. TAM’s divide their
time by no more than 5 customers on any given month and are allocated to provide up to 8 hours a week / 40 hours
a month of assistance to those accounts. Think of them as a consultant wi
thin the walls of thePlatform.

About the TAM program:

thePlatform's Technical Account Management (TAM) service provides customers with a dedicated technical
point
-
of
-
contact for all their broadband video needs. Our TAMs help with configuration and customiz
ation of
customer implementations, offer expert advice during the planning phases, help select and implement
solutions from thePlatform's technology partner network, and champion your needs within thePlatform
organization as we improve our products and ser
vices.

Services Include:

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Single
-
Point
-
of
-
Contact:

Call one person at thePlatform who is dedicated to understanding your
needs and serving your business. TAMs offer consistency of quality and continuity of service across
multiple groups and teams inside the
Platform including Solutions Architects, Project Managers,
billing, support, business development, and more.




Configuration and Customization:

TAMs will work with you to optimize your current implementation
of thePlatform's products and services to best f
it your business's management, presentation, and
syndication needs.


This includes providing help setting up custom feeds and on
-
boarding new
connectors.



Project Planning:

We support your business vision by providing insight, advice, and direction during
y
our planning process through personalized business consultations.




Partner Selection:

With unbiased advice and insight, we help you navigate the wide variety of
options offered by our technology partners who have integrated with thePlatform's system, inclu
ding
advertising services, content delivery networks, transcoding services, professional services,
syndication outlets, analytics providers, and more.



Championing New Features:

Rely on your TAM to escalate your particular needs inside
thePlatform's enginee
ring organization so that new products and services are developed and updated
in a way that adds value to your business.


Notes
:
TAMs solely provide advice and consultation services. TAMs do not write code or manage any customer
account initiatives for
the client.


2.0
. Methodology

thePlatform as Core Foundation

We propose that
o
ur customer

use thePlatform’s mpx system as the foundation for the Next Generation Video
Platform, alongside other vendors and legacy systems who will provide the necessary techn
ology and services to
support the overall design, implementation, launch and support of the service.

mpx is a comprehensive, flexible, and dependable solution for media, entertainment, and enterprise customers
distributing content to end users on the PC, p
ortable devices, and broadband consoles. thePlatform’s flexible and
scalable architecture has fulfilled several billion user requests for content, delivering digital media dependably to
millions of users every week over the Internet, wireless and other tel
co/cable networks. mpx
possesses

the first truly
drag and drop custom workflow admin interface.


thePlatform allows content owners, service providers, and enterprises to rapidly deploy powerful digital media
solutions at a fraction of the cost of in
-
house
IT development approaches or traditional distribution means. For more
than 10 years, thePlatform has been orchestrating the complex process of ingesting content from a variety of
internal and external content sources and delivering media across multiple se
rvice and business model scenarios,
devices, delivery networks, and end
-
user experiences. thePlatform is the only vendor in the market with this proven,
flexible and scalable a solution.

The off
-
the
-
shelf feature set of mpx is broader and more comprehensiv
e than any other product available in digital
media. In addition, mpx’s web service provides sophisticated APIs which allow the software to be seamlessly
integrated with any proprietary or third
-
party technologies, and to be completely customized to meet a
ny business
need quickly and more cost
-
effectively than with any other product. We believe this is one of the key differentiating
factors between thePlatform and other digital media publishing systems.

We believe that thePlatform is an ideal fit to support

several of the service scenarios and architectural requirements
o
ur customer

has outlined. Although our role will be more focused on the video content management and publishing
services, we have taken the approach of addressing at a high level other compo
nents and dependencies involved in
offering an end
-
to
-
end solution while focusing our response on those areas where we feel we add the most value
and that we would propose to support directly.

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Methodology
-

Systems Integration (sample)

Our top
-
notch, expe
rienced professional services teams use the following methods

to give our clients superior,
timely results.

Phase

Activity

Deliverables

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Our methodology
is an adapted version of IBM™ Rational Unified Process (RUP). We have tailored it for
systems integrations, streamlining it for the types of systems integrations in which we are usually involved. All
deliverables conform to Unified Modeling Language (UML)
standards.

Some of the topics we will discuss in additional detail during the inception phase include:

C
onfidential Information of thePlatform

thePlatform Proposal
to
NOVUSNOW

25


[Ex: Customer Support Interface ]

[Description]


[Ex: User Interface / Localization ]

[Description]


[Ex: Geographic Restrictions ]

[Description]


[Ex:
Pricing Packages ]

[Description]


[Ex: Scheduling / Metadata ]

[Description]


[Ex: Reporting Requirements ]



C
onfidential Information of thePlatform

thePlatform Proposal
to
NOVUSNOW

26

2.1
PROJECT MANAGEMENT APPROACH

Professional Services Process

thePlatform’s

professional services team will work with you and any third parties

to gather requirements and begin
the integration work immediately following the completion of work agreements.
Prioritization of the integration work
will be at the client’s discretion.

thePlatform media publishing system has a rich set of functionality,
and in addition is fully extensible. Therefore, we
can customize a solution to best serve your needs. thePlatform proposes the following professional services process
to achieve requirements on
-
time and on
-
budget:

Definition and Exploration Phase

During th
is phase, a Solutions Architect (SA) defines the scope of the project and details client needs and priority
of features. The goal of this phase is for both the client and thePlatform to fully understand the project so we can
create a complete, thorough pro
ject definition specification and cost estimate.

The typical engagement is as follows:

Kick
-
off meeting and design conference:



During this time, we will discuss all outstanding questions around any known architectural issues,
determine specific deliverables for any phasing of the project, and establish an end
-
to
-
end description
of what is being built. All interfaces into and
out of the
mpx

are clearly identified, as is the work owner
for each piece of development (for example, “Custom Ingest via the customer’s CMS will be developed
by thePlatform team”).

Development specification:



During this phase, the SA is primarily wr
iting, developing proofs of concept, and getting answers to
any further questions that arise. At the end of this phase, a complete solution design document is
delivered.

Development Phase

Development, deployment, and testing:



Proservices teams

follow

a test
-
driven, iterative development methodology for media publishing
system integration, custom development, and configuration. Our development cycles are typically 2
-
3
weeks in duration, at the end of which a demonstrable set of functionality is release
d to the customer
for evaluation. This allows for the highest
-
valued pieces of work being completed first, and gives the
customer opportunities for review early and often. Both the customer and thePlatform teams can adjust
their approach to any solution th
roughout the development process, ensuring that
[j1]
customer needs
are met in a timely manner.

Custom Development



Work will

vary depending on actual requirements and preferences.



Content ingest options vary depending on workflow requirements. If required, a custom content
ingest wizard or other programmatic processes can be developed.

Software Configuration



Configura
tion of the Solution is a “point, click, and fill in the blanks” type of effort. Configuration
includes setting up categories, inserting the CDN URL, and setting up administrator privileges.

New Releases

mpx e
xperts use a standard System Development Life C
ycle (SDLC) process and source code. System changes
are first deployed in the dev and test environment, where they undergo internal and customer acceptance testing.
The T
-
dev and test environment is also integrated with thePlatform test/staging environment

to provide a clean
environment for new work to be done without impacting the live production environment. Upon acceptance, these
changes are migrated to the customer environment; in some cases this starts with another test environment and
proceeds from th
ere to production. In other cases this migration goes straight to production.