Ericsson (News - Alert) is a major player in communications technology and services. Recently, the firm unveiled its new end-to-end cloud-based platform, Ericsson MediaFirst, which will be generally available in Q2 2015.         

Offered as a software as a service, the platform recognizes Ericsson's vision for the future of cloud-driven TV experiences where TV is on any device and the experience evolves with the consumer.

The rise of broadband connectivity, cloud services and mobility has brought about a highly disturbed period for the entire TV and media value chain.

According to the findings of a recent Ericsson's latest ConsumerLab report, consumers today are rapidly adopting TV services that not only offer ease of access but also personalization with the highest possible quality.

Officials said that the newly announced Ericsson MediaFirst embraces all content sources and delivery networks and serves to address these findings.

Ericsson MediaFirst is based on the Ericsson MediaFirst TV Platform; a software-defined, media-optimized platform for the creation, management and delivery of next generation Pay TV.

Operators, with the help of Ericsson MediaFirst TV Platform are able to deliver the most cutting-edge large scale video services to the billions of devices forecast to be connected by 2020.

Per Borgklint, senior vice president and head of business unit support solutions at Ericsson, says: "New screens, devices and services are transforming the way consumers experience content at an unprecedented rate. Ericsson MediaFirst brings the agility, innovation and economic benefits of modern cloud technologies and web services to Pay TV operators, representing a big leap forward in TV technology.”

He added: “With Ericsson MediaFirst, Ericsson is equipping operators and service providers to drive their business in an agile fashion and define, rather than react to, the future of TV."

Ericsson MediaFirst TV Platform combines the best of traditional Pay TV and over-the-top content with the same user experience-from navigation to accessing content-across all devices. By doing this, it creates a seamless multiscreen experience from mobile screens to TVs.

It also offers personalized Experience, where users can create their own profiles or share user profiles with other household members, and receive tailored recommendations and content feeds.