"In the near future, all 'television' will be viewed on connected devices," said Bismarck Lepe, Ooyala's president of products and co-founder, though that could be an ambit claim rather than a statement of fact.
He went on to say "The world where a viewer is tethered to a single location to watch TV programming is very quickly coming to an end," and arguably it already has, given the growing consumption of video on mobile devices.
But that doesn't mean everyone's going to stop watching broadcast or cable/satellite TV. Consider the widespread incorporation of PVR functionality on new televisions (even low-cost models), the introduction of devices such as Elgato's Tivizen, and the widespread use of software to transcode recorded video for consumption on mobile devices.
That said, if you've already paid to receive specific content on one device (eg, through subscription television), you won't expect to pay for it a second time just because it's being delivered to a different device such as a smartphone, tablet, or PC.
Anyway. back to what Ooyala's about on page 2.
Ooyala Everywhere is about delivering commercial video content to multiple types of device with support for a variety of digital rights management systems including those from Adobe and Microsoft.
Ooyala Personal Playback is described as "a new universal login and entitlement service that authenticates users across an operator's CRM or a third-party service like Adobe PASS or Ooyala's own subscription management service".
Companies partnering with Ooyala include LG Electronics and British Telecom, and its services are being used by media companies such as Endemol, Fremantle Media, and News International.