New York-based video platform vendor Setplex used IBC 2025 to unveil Zapflex, a so-called “unified OVP” designed to help media owners and service providers launch branded direct-to-consumer platforms quickly, while retaining control of user data and revenue. With such a familiar pitch, questions are raised about whether Zapflex is a genuine new product, or just another round of marketing lipstick applied to an existing platform. The Setplex team insist that Zaplex is the former—a toolkit nine months in development from a company that prides itself on having 65% of its workforce devoted to R&D. But before we peer under the hood of Zapflex, a juicier opportunity presented itself to Faultline. Circling back 12 months, one of Setplex’s big pushes at…