TheFilter signs deal with NBC for video recommendation platform

Fresh from inking a deal with Dailymotion, one of the world’s largest video sites, The Filter, a startup with a white label discovery engine for digital entertainment, has a new commercial partnership with to power the short-form video recommendations for its broadcast network website.

The Filter’s technology will bubble up relevant video from NBC’s catalog, creating easier discovery for users. So, more views for 30 Rock, and The Office then. After NBC trialled The Filter’s recommendation and relevance platform they say they found an uplift in video streams per session, hence the deal.

The Filter’s main business model is a white label personalisation engine for mass audiences and thus needs content partnerships like this to prove its technology scales into the billion-request level.

The UK startup, backed by music legend Peter Gabriel, is now giving music and video recommendations to well over 85 million people every month. Other Filter clients include Nokia, Sony Music Entertainment, thePlatform, We7 and DVDPost, amongst others.