Brightcove looks to expand beyond media customers

NEW YORK, Oct 14 (Reuters) - Online video publisher Brightcove is retooling its service to accomodate businesses beyond its traditional media base that include the New York Times and the Wall Street Journal.

The privately-held firm, whose customers also include such cable companies as Lifetime Networks and Showtime, is betting video technology is becoming an important corporate tool for internal communications and training.

"We're at a tipping point where online video is going to be everywhere," Chief Executive Jeremy Allaire said in an interview with Reuters.

The new system, called Brightcove 3, allows users to customize their video player and is compatible with other Web technologies.

Through its partners Brightcove has more than 135 million unique visitors a month to its service.

Allaire compared the new system to a model pioneered by business software company Salesforce.com, in which Brightcove would license its video software to customers.

"Online video will become pervasive across the board but one size doesn't fit all so we built Brightcove 3 as an adaptable platform," he said. (Reporting by Yinka Adegoke; Editing by Derek Caney)