ooyalaAiming to be a one-stop shop for web video, Ooyala is announcing a live video streaming feature for content publishers.

The Mountain View, Calif.-based company says it will make it easy for content publishers to create and manage live video streams from a single publishing platform. With the new feature, customers can manage live videos alongside other video assets. The analytics, branding, and monetization tools can all be found in the same place too. The streaming can reach tens of thousands of viewers at the same time.

The announcement is another step in the democratization of web video, which is no longer just for big companies with huge budgets.

The company competes with others such as Ustream and Bit Gravity. The live streaming feature is part of the company’s Backlot platform, which lets video producers upload, transcode, edit, share, and manage video — all with a single set of tools. The service provides detailed analytics on the video. Publishers can customize the live stream viewer as needed and set up viewing permissions as necessary. They can also put their brands on it.

The company was founded in 2007 and has raised $10 million in funding. Jay Fulcher was recently appointed chief executive. The company has more than 500 corporate and media partners for its online video platform. Customers such as Electronic Arts, Arsenal, AVP, Speedbox.tv and Planet Streams are already using the live video streaming. Speedbox.tv is using Ooyala to stream live sporting events to tens of thousands of people. Setting up the video streaming takes minutes instead of hours, said Norton Isaac, chief executive of Speedbox.tv.

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