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Maven Networks has launched its new Internet TV platform, which has been adopted by more than 500 media companies, led by Hearst Corporation. The companies are using Maven to power their online video distribution and advertising business.

Hearst Magazines, publisher of Cosmopolitan, Esquire and Good Housekeeping, is launching 14 new Internet channels built on the Maven platform with their own individual branding, promotions and advertising around the audience of each magazine title.

The Hearst’s library will feature original video including behind-the-scenes cover shoot videos with celebrities, reviews from the Good Housekeeping Research Institute, recipes and culinary techniques, and hair-and makeup “how tos” from Seventeen.

 “As we aggressively build out our digital presence at Hearst, online video is an important channel through which we can offer our magazines’ rich content and expertise,” said Chuck Cordray, vice president and general manager for Hearst Magazines Digital Media. “With Maven’s technology, we’re able to quickly launch a sophisticated and unique TV experience online that not only differentiates us from our competitors but also creates additional real estate for our advertisers in the digital space.”

 Maven’s platform allows media companies and content owners to syndicate their own video content without having to rely on large portals such as Google and Yahoo.

 The growth in video syndication networks is the push by media companies to enter into advertising revenue potential generated by the growth of Internet video users, who are estimated to reach 160 million by 2010.

“Maven is fueling the transformation of the TV industry,” said Hilmi Ozguc, founder and CEO of Maven Networks. “By empowering major media companies like Hearst with critical Internet TV technologies and services, we enable them to rapidly bring their valuable video programming directly to consumers and tap into the exploding demand for online video content and advertising.”

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