Mediamorph, a provider of cloud-based rights management systems for programmers and video distributors, said it has inked a deal with Redbox, which recently launched a new online streaming service.

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Under the deal, Redbox will use Mediamorph’s platform to streamline the process of avails management and pricing.

Redbox offers DVD, Blu-ray disks and video game rentals via a network of more than 41,500 self-service kiosks. Late last year, Redbox introduced Redbox On Demand, a streaming service that supports web browsers and the Chromecast streaming adapter, apps for mobile devices, Apple TV boxes, Roku players and Roku TVs and LG Electronics and Samsung smart TVs.

“With the launch of Redbox On Demand, we sought out a partner to help streamline our avails management, content ordering and pricing management processes,” Lowell Bike, director of product management at Redbox, said in a statement. “By leveraging Mediamorph’s cloud solution and industry-specific systems, we can seamlessly scale our content offering and ramp up to support consumer demand.”

Examples of other Mediamorph partners include Cinedigm, Liberty Global, Ellation, Frontier Communications and Altibox.