VUDU has agreed a partnership with online video platform Brightcove that will allow its customers to distribute their content directly to the living room television via VUDU.

The first feature available in the VUDU Labs area of the VUDU service will be the MyPlay application, which offers current Sony Music videos through Sony Music’s MyPlay Video Network affiliate program.

Edward Lichty, executive vice president of strategy and content for VUDU, said that for the first time, content owners can make all of their online video available on the television without changing their monetization strategy.

He said the partnership supports multiple advertising platforms, allowing Brightcove customers to maintain their existing online video monetization strategy and infrastructure while expanding their distribution reach to the television.

VUDU is the first partner to support Brightcove-powered, ad-supported content distribution on a set-top-box.

"Through our integration with Brightcove’s online video platform, we are combining the selection and control of the online video experience with the visual richness and lean-back satisfaction of the television experience," he said.

Chris Johnston, director of technology partnership at Brightcove, said it had been challenging to expand online video distribution beyond websites to the living room.

"The partnership announced today with VUDU is a significant step forward for media businesses that want to centrally manage distribution and monetization across the Web while also taking advantage of the high-quality TV experience VUDU enables," he said.

The integration with Brightcove utilizes VUDU’s Rich Internet Applications (RIA) platform to add on-demand video to the VUDU service by enabling ad-supported content.

RIA enables VUDU to support dynamic ad logic and live ad calls to content owners’ existing advertising platforms.

Content owners retain complete control over their advertising inventory.

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