Kaltura have announced that they are ready to unveil MediaGo to the world. No, they didn’t buy the media management software that Sony currently provides consumers (Kaltura doesn’t believe the naming to be an issue). This is a new out-of-the-box, white label, OTT video platform which, essentially, brings subscription-based pricing to Kaltura’s platform. They already do ad-supported content with VAST, pay-per-view, movie packages and promotion codes. MediaGo adds subscription-based pricing and performance to all of that, making the Kaltura video platform able to handle any kind of online video monetization imaginable.
In speaking with them, they agreed that most of MediaGo’s capabilities already existed via API’s and a combination of components. But with this new offering it’s ready-to-go, out of the box as well as being flexible in its core capabilities. No more cobbling together your own store front or streaming service.
“MediaGo will most often be used in connection with Kaltura’s Multi-tenant Saas Platform, however there will likely be customers who will want to use it with Kaltura’s on-premise software as well as Hybrid option,” meaning that it can run in any configuration, like the rest of their offerings.
The MediaGo platform is aimed mostly at content rights owners, service providers and retailers, so pretty much anyone with a lot of video content they want to control, distribute and monetize where a subscription seems the way to attract viewers. Like the existing Kaltura video platform, MediaGo offers features like multi-device support with adaptive HD playback and DRM, social engagement, media ingestion, transcoding, hosting and delivery as well as a video CMS. Feedback from media customers at Kaltura showed they specifically wanted an easy, cost-effective platform through which to deploy their own subscription-based (Netflix-like) service and Kaltura responded with MediaGo and its specific functionality.
Subscribe, Engage, Discover
The new solution seems aimed at giving publishers a single location to gather their content for subscription-based pricing, much like Netflix does with content it licenses. Users, once registered, can subscribe to a variety of options based on what the publisher sets up including subscribe to all, or to specific channels and media entries. This gives far more flexibility in pricing as opposed to the all-you-can-view one-price-for-all strategy of Netflix.
MediaGo offers standard features like content discovery, recommendations (via in-house technology, based on a combination of metadata, user preference and other behavioral patterns) galleries, playlists, social engagement (commenting, rating, social network integration) as well as the ability to offer stand-alone content or series. It also offers personalization for the end-user in the form of resumed playback, a content queue (to bookmark what to watch), content preferences and recommendations, internationalization of the user interface and billing gateway integration and management.
The video CMS portion allows for metadata, playlist management, analytics and video player customization as well as application controls and user management. Basically, everything you could want in your software as you begin your own subscription-based video streaming service. The product is already being deployed by several global media companies, but at press time, they were unable to name names. Surely, we’ll all find out soon enough.
Infinite Video Subscription Services?
Are we entering an age of limitless subscription-based online video channels where users are signed up to a dozen or more services to get all the video content they want? It’s almost like… anti-cable in the works. MediaGo could be a logical next step away from aggregation sites so that choosier video content creators can simply set up their own online service to get people to subscribe to their content. I can see it working really well for major brands with loads of content, like the broadcasters and perhaps some MCNs that want to break away from splitting revenue with YouTube. This might be the exact nudge they needed to build out their own service to better monetize their content.