Ericsson (NASDAQ:ERIC) says its MediaFirst cloud-based pay-TV platform is now available. The platform handles both traditional pay-TV and over-the-top (OTT) services, the company says. Announced at last year’s IBC conference (see "Ericsson Intros Cloud-Based TVE Platform"), MediaFirst integrates capabilities in multiscreen IPTV, ABR delivery, content management, and cloud DVR to provide consistent experiences across all devices, Ericsson asserts. Operators can act on the platform's built-in analytics in real time, which leads to rapid innovation cycles, greater monetization opportunities, and faster time to market for new features and targeted offerings, Ericsson asserts. Canadian service provider TELUS has completed an initial trial of Ericsson MediaFirst and plans to use the platform to enhance its Optik TV services, Ericsson says. "As our trial of Ericsson MediaFirst has progressed, TELUS has seen firsthand how the shift to the cloud and an agile development model can help increase speed and agility to power the most innovative TV offerings," said Ibrahim Gedeon, TELUS CTO.