A little late but URIplay is now available as OpenSource, the BBC RAD Team has made the code available under the Apache 2.0 license
URIplay is a name service for media content, giving each file a URI and a simple description. Think of it as DNS for media. The service is not intended to be used directly by viewers. Like DNS, it works behind the scenes to make things easier.
You can see a simple demo here: http://open.bbc.co.uk/rad/projects/uriplay
The code has been picked up and is already evolving here: http://uriplay.org