Massive Interactive has expanded its network to North America in light of rapid growth in the IPTV Industry. The video on demand (VOD), over-the-top TV (OTT TV) and IPTV (News - Alert) software and services provider has appointed Alexander Drosin as its president for the region.

The provider is seeking to capitalize on the problems facing North American content providers to manage, distribute and merchandise video to consumers across an ever-growing array of devices and platforms. Massive Interactive’s Massivision UI Framework enables content owners, distributors and third-party developers to deliver a completely unified experience across multiple platforms and devices from a single core application.

The single storefront core application translates and cross-compiles to Flash, HTML/Javascript, C++ and other technologies, enabling client applications on a diverse range of devices including PCs, set-top-boxes, IP connected TVs, game consoles, tablets and mobile phones.

The application, which reduces development costs and reachability time, and increases operational efficiencies, is said to be the first truly cross-platform development framework designed specifically for OTT TV, VOD and IPTV service platforms. In 2012, the provider’s services division designed the multi-device user experience for BBC coverage of the 2012 Summer Olympic Games.

The provider’s clientele includes BBC, British Telecom, Sky Television, Telstra (News - Alert), Channel 5 (UK) and Foxtel. 

Ron Downey, Chairman and CEO at Massive Interactive, said, "We are thrilled to officially have a presence in North America. In an evolving and chaotic industry arena where the traditional models for the distribution and consumption of entertainment are being turned on their heads, there are a lot of silver bullet claims by technology providers. There is no silver bullet yet for multi-screen IPTV service delivery, but there are elegant and efficient solutions for large enterprises.”

Drosin, who has over 20 years of experience in the entertainment industry, previously worked with Lorne Michaels' Broadway Video Enterprises (BVE). In 2005, he created Glowcast Ventures with Ken Seiff, the founder of Bluefly.com.

“Creating a functional, unique, cost-effective multi-device EPG, linear TV, VOD experience across a host of consumer-facing connected platforms requires a combination of deep TV and online video technology experience, continuous R&D and astute horizon analysis,” he added. “We're going to stick to these disciplines and work hard in North America to be known as the people who truly enable the 'everywhere' in TV Everywhere.”