kyteKyte, which provides a video publishing platform to media companies and brands, has overhauled its management tools so publishers can better control playlists and editorial workflow for their content.

Kyte is playing in an increasingly competitive and crowded space with rivals like Brightcove, Ooyala and Kaltura all vying to entice big brands that need a way to deliver video on their web and mobile properties. Kyte has rounded up clients like Ikea, ESPN and Sony Music that use it to show everything from music videos to recordings of company events. And Fox News has 100 reporters outfitted with iPhones supporting Kyte to record and produce video reports.

The improved management tools the company is rolling out today, called Kyte Console 2.0, allow publishers to group shows into playlists either manually or automatically by popularity or how recently they were published. If a company has a large team of employees managing video, they can now use Kyte’s software to assign responsibilities and move content through a more defined workflow process. Customers can also schedule shows with start and end dates and create audio slideshows.

Gannon Hall, the company’s COO, says what makes Kyte unique from its competitors is its comparative strength in social and mobile features that encourage users to participate through commenting or chatting.

Kyte has raised $23.5 million from investors including Steamboat Ventures and Swedish mobile operator TeliaSonera. The company hasn’t reached profitability yet, according to Hall.