VUDU and Brightcove partner to enable Brightcove customers to distribute their content directly to the living room television via VUDU. The first feature available in the VUDU Labs area of the VUDU service will be the MyPlay application, which offers current Sony Music videos through Sony Music's MyPlay Video Network affiliate program.

VUDU's partnership with Brightcove supports multiple advertising platforms, allowing Brightcove customers to maintain their existing online video monetization strategy and infrastructure while expanding their distribution reach to the television. VUDU is the first partner to support Brightcove-powered, ad-supported content distribution on a set-top-box.

The integration with Brightcove utilizes VUDU's Rich Internet Applications platform to add a new level of on-demand video to the VUDU service by enabling ad-supported content. RIA enables VUDU to support dynamic ad logic and live ad calls to content owners' existing advertising platforms. Content owners retain complete control over their advertising inventory.