Clearleap uses Internet to target expanding TV ecosystem

Venture-capitalist funded Clearleap is the latest vendor counting on the power of the Internet to bring next-generation television to the consumer market. The startup this week launched what will be two of its core software-based service offerings: Clearflow and Clearprofit, combining content management with advertising for IPTV, cable, satellite and broadband-enabled TVs.   

The company, started early last year by a Tandberg TV and an N2Broaband alumnus, integrates with existing video on-demand and linear TV infrastructures, taking content from the programmer to the operator’s VOD or broadband portal with a focus on speed. The system is equipped with both proprietary and third-party transcoding tools to repurpose content for any platform or convert Internet video for viewing on the TV screen, even through non-IP set-top boxes.

Clearleap’s goal is to build the core infrastructure and technology to make it easy and profitable for both content owners and service providers to offer the choice consumers are craving in this new TV paradigm, said CEO Braxton Jarratt. The challenge was to take content designed to work well on the PC and port it to the TV as simply as publishing content on the Web.

Clearflow draws content from programmer’s libraries and the Web as well as local or time-sensitive content from any digital source. Content providers can customize these offerings, including TV programs, user-generated content or local shows, to meet the interests and needs of their communities. The second element, Clearprofit, is a Web-based ad insertion platform that lets advertisers instantaneously insert their ads through a few clicks to allow for targeted advertising relevant on a national or local level.  

While at Tandberg, Jarratt formed relationships with tier-one TV providers that he hopes to continue with Clearleap. He also anticipates that the service will appeal to mid- and small-sized operators because it allows them to offer advanced capabilities cost-effectively. To date, Clearleap has deployments with a smaller cable system and IPTV system and deals signed with mid-sized MSOs, he added. There is also an opportunity in the growing over-the top market, which could prove to be either competitive or complementary.

“Our focus mostly has been on ad-supported content providers, and they have unique needs in that they want consistent content delivery and consistent ad management and data across all these different platforms,” Jarratt said. “Our ability to give them a single place to go to do the distribution and ad management across ZillionTV and TiVo and other connected devices is a big appeal to the content owners.”

Another example is fellow interactive TV provider ActiveVideo Networks, which takes a network-based approach to distributing and aggregating content for TV viewing. The service, a supplement to existing telco TV offerings, can include linear or VOD content with an interactive user experience, targeted advertising and commerce, as well as open the platform for third-party developers. Jarratt said that long-term, he wouldn’t be surprised if Clearleap and ActiveVideo Networks ended up integrating or doing work together. Clearleap is focused on being a plug-and-play service for existing services, whereas ActiveVideo focuses on a new UI and interactivity, he said.

“All these companies, Zillion and Sezmi and Clearleap, are trying to feed into the demand consumers have for personalization and flexible control, and I think their premises are extremely great,” added Edgar Villalpando, ActiveVideo senior vice president of marketing. “The monetization model will be challenging, but at the same time, anyone who gets into the space and tries to motivate personal TV, I applaud them.”