NewsGator just announced the launch of their NewsGator Media Platform, a "Private Label RSS Service for Media Companies", which is practically a branded RSS aggregator that media companies can promote to their visitors to convert them to RSS users and at the same time increase brand exposure and achieve a more personal contact with their readers.

Not a moment too soon, if NewsGator wants to catch market leadership. While the idea of branded RSS aggregators is not entirely new, there haven't been many implementations of the concept yet.

If your company is wondering why you might need your own branded RSS aggregator, the explanation is simple: just imagine your readers and customers using your branded e-mail client every day, performing much of their daily internet activities using your software, and at the same time being connected with you in a unique way and perhaps even having the option of ordering from you or communicating with you directly from the client. The power of a branded RSS aggregator can come close to this.

And if you're still wondering about RSS, these two statements from NewsGator's press release just might convince you:

Mike Higgins, Senior Vice President and COO of Media News Group Interactive said, "We believe that RSS-based reading is the next generation for a rich, personalized experience for our readers. We're extremely excited to partner with NewsGator, the clear leader in this space, around this vital industry innovation."

Gil Asakawa, Executive Producer for The Denver Post said, "We're excited to be working with NewsGator to develop a tool for our readers to take advantage of the burgeoning RSS universe, and to personalize their news from The Denver Post. There's a huge opportunity here to popularize RSS as a mainstream format."