Video delivery platform provider GridNetworks has launched GridCast TV, a new service that enables content distributors and owners to stream video directly over the Internet to viewers’ TVs. The GridCast TV service can already reach over 35 million homes, because it leverages existing UPnP (universal plug and play) devices such as the Xbox 360, PlayStation 3 and Internet-enabled TVs. The service doesn’t require a set-top box or any other additional hardware. Unlike portal sites or third-party distributors, GridCast TV is a service, so content owners maintain complete control of their brand, content and revenue model. Some GridNetworks customers, including Revision3, IndieFlix and havocTV, have already begun using GridCast TV to deliver high-value video to their viewers’ TVs, and others will follow in the weeks ahead.