• by Jonathan Blum , August 24, 2006

Broadband video is getting downright easy to pull off, thanks to so-called white-label online video services like WhiteBlox. The new service provides off-the-shelf modular software that lets potential broadcasters get on the Web quickly and cheaply.

WhiteBlox creates software in chunks, with each chunk handling a different task. There are multicamera video chunks, e-commerce chunks, and bits for geographic targeting, streamed video, ad insertion, and other functions.

Mainstream content providers are warming to the notion. WhiteBlox provided the software for the online multicamera in-car feeds for the recent Indianapolis 500 car race. It also supported geographic targeting for PepsiCo in the brand's recent Pizza Hut ad campaign. And Clear Channel Communications used WhiteBlox to offer multichannel video for its popular Morning Buzz radio program.

"We specialize in a modular approach," says Gregory Demetriades, chief executive officer at WhiteBlox. "We work with most existing content systems and hide our brand in favor of the content owner. It's fast and it works."