A well-known faith and family streaming video service is teaming up with a content filtering company in an effort to offer movies and feature films that are “completely free from any offensive language.”
It’s a unique arrangement between PureFlix.com, a platform that offers thousands of family friendly TV shows and films, and ClearPlay, a playback technology that enables individuals and families to ax and mute bad language and unpalatable scenes.
While most of the content on PureFlix.com is already free of offensive language and themes, certain words might still be present such as “hell” or other elements some families might want to scan out of their viewing experience; now, the ClearPlay technology will make this a reality.
The technology will be integrated into PureFlix.com in spring 2017, according to a joint announcement issued this week by both companies. Matt Jarman, CEO of ClearPlay Inc., told Faithwire in an email interview on Wednesday how it works, explaining how the product puts the viewing power back into the hands of consumers.
“The service works by filtering language and scenes while a movie is playing, all based on the family’s own personal settings,” he said. “ClearPlay has a team who identify when specific types of content occur in movies and TV shows. Families can then, before watching a program, select the types of content they want filtered.”
ClearPlay was founded in an effort to empower parents to have a deeper say in what their kids watch, allowing for a broader array of films to enter into content-cautious homes. In the end, Jarman said the alignment between PureFlix.com and ClearPlay makes sense, as both companies are devoted to “helping families ‘enjoy the show’ together.”
“Our hope is for families to enjoy positive and uplifting entertainment, without having to worry about language or scenes parents don’t want in their homes,” he said.
Greg Gudorf, CEO of PureFlix.com, mirrored this sentiment, telling Faithwire he’s hoping to offer parents “another layer of protection against language they deem inappropriate,” adding that his streaming service wants to be the safest and most trusted place in the video streaming space.
As it turns out, the integration of ClearPlay also opens PureFlix.com up to additional content that might not have been permitted into the platform beforehand — an intriguing business prospect for the company.
“There are hundreds, if not thousands of movies that have great messages and storylines, but have offensive language and inappropriate imagery for our platform and audience,” Gudorf said. “As an example, think about movies like ‘Jerry McGuire’ and even ‘Elf’…employing CleanPlay technology to movies like that could open the doors to a new content stream for PureFllix.com.”
He said his company works to respond to the needs of its audience and has taken this action along those lines.
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