ThePlatform, the white-label video publishing company currently powering the Comcast/Time Warner trial of OnDemand Online, just announced a new suite of features to enable programmers to provide “TV Everywhere” capabilities on their own Web sites, while preserving their financial and content rights arrangements with TV service providers. The new features enable advertising integration as well.

“In a world where multiple service providers offer multiple subscription packages on multiple platforms, programmers need a simple, flexible solution that helps reduce complexity and meet the expectations of their service provider partners and consumers,” said Ian Blaine, CEO of thePlatform, in the announcement. “This is a natural enhancement of a very successful business model between programmers and TV service providers. Consumers win because there will be far more online video than ever before, and both programmers and service providers win because they can extend their video to the Web in a secure manner.” Advertisers should win as well, as their ad dollars buy them access to online viewers, a demographic they’re often missing with current TV buys.

To date, most of the public discussion about “TV Everywhere” has focused on the “authentication” of subscribers – i.e., how a programmer’s Web site knows whether an individual consumer is a subscriber to a particular TV service provider. ThePlatform has added the capability to validate and authorize the playback of individual shows.

Programmers will also have flexibility when it comes to personalizing their video Web sites for consumers based on business arrangements with TV service providers. For example, if a consumer visits a programmer’s Web site and searches for a particular show that isn’t included in her or his TV subscription package, service providers have a choice of what to present to the consumer. These options include: constraining the search results to only those videos the consumer is allowed to watch; providing full search results with an up-sell opportunity to subscribe to a premium subscription package; or offering a pay-per-view option for that online show, similar to today’s TV video on demand (VOD) systems.

In addition, ThePlatform’s media publishing system (mps) provides programmers with a wide variety of other online video tools, including comprehensive video management, optimized content delivery network (CDN) policies, advertising campaign system integration, support for all major video playback technologies such as Adobe Flash, Microsoft Silverlight, Move Networks, reporting capabilities and more.

Based in Seattle, Wash., ThePlatform clients include BBC Global News, CBS College Sports TV, truTV, Hearst Media, Helio, Sony BMG (US), and Sony Television.