GridNetworks, the Seattle-based video platform provider, announced direct-to-TV streaming of online video content through a new service called GridCast. The service is already usable by 35 million homes, because it leverages universal plug-to-play technology present in the Xbox 360, Playstation 3 and Internet-enabled TVs, according to GridNetworks.

GridCast does not require an additional set-top box or hardware purchase. The service allows content owner to remain in control of branding, revenue model and content, according to the company's release. Revision3, IndieFlix and havocTV were announced as lead customers for the service, which they claimed was already providing an avenue for monetization of online video content.

"GridCast TV has made it easy for us to dramatically expand our reach, connecting us with a great demographic," said Ryan Kresser, CEO and Executive Producer at havocTV, in a prepared statement. "And because the end-user process is simple and seamless, our viewers have been able to start watching our video on their TVs with just a couple clicks."

"Our goal is to help video distributors capture more viewers, differentiate themselves from their competitors and, above all, make more money," GridNetworks CEO Tony Naughtin said in a prepared statement. "What makes this new service different is that it combines the reach of TV with the high CPM rates associated with targeted Internet audiences, and it gets our content customers into tens of millions of living rooms right now." 

For more:
- see the press release here [1] 

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