Brightcove turns on app cloud for clients

* App Cloud to be offered alongside Video Cloud

* Clients can make apps for various devices from App Cloud

NEW YORK May 24 (Reuters) - Brightcove, which made its name as online video publishers for scores of media companies, is unveiling a service to streamline the development of applications for a variety of devices, including Apple Inc's (AAPL.O) iPhone and Google's (GOOG.O) Android operating system.

Brightcove is rolling out Brightcove App Cloud as part of a wider "cloud content" strategy. The company, which has set its sights on an initial public offering this year, has renamed its existing video publishing service Brightcove Video Cloud and will launch App Cloud alongside it.

Reuters previously reported the company, which has so far raised around $100 million in venture funding, is preparing for a public offering in 2011. The company declined to comment.

One aim of the App Cloud will be to help clients save money by offering one technical platform from which they can develop applications to be used on a range of mobile, TV and tablet devices. This would be a change for some clients who have had to seek out specialist developers for each platform said Brightcove executives.

As consumers increasingly expect media content to be instantly available on nearly every device wherever they are, more media companies are developing flexible new ways of selling everything from individual magazine articles to TV shows. (Reporting by Yinka Adegoke, editing by Maureen Bavdek)