• by Gavin O'Malley  @mp_gavin, June 28, 2007

BBC Global News has chosen thePlatform to manage delivery of its video to YouTube, the companies said Wednesday.

A Comcast subsidiary and broadband services provider, thePlatform assists media companies in the back-end integration with YouTube and other online video destinations where massive volumes of consumers flock.

The deal comes at a time when media companies are waking up to the power of online video syndication. Leading the way are U.S. networks like NBC and CBS. The latter recently established a broad Internet distribution platform for its programming through deals with 10 major companies, including AOL, Joost, Comcast, MSN, and Brightcove.

"Our aim is to bring BBC World News to audiences wherever they are, and YouTube is one of the ways we do that," said Michele Grant, senior vice president of BBC Global News Development. "thePlatform gives us a publishing system for delivering our content while maintaining our required business controls."

Other clients of thePlatform include the new--and still unnamed--joint venture between NBC Universal and News Corp., ABC News, CNBC, and Hearst, among others.