Digital Video Content is now pervasive and services like IPTV are gaining traction on handheld devices too. Android, a software platform from Google, pioneering middleware and applications forhandheld devices does not offer support for content management services by design.Motivated by these observations, we propose an aggregate model software platform to offercontent management and value added services (VAS) like IPTV on android. The outline of paper is asfollows: First, we discuss few related works to investigate and analyze industry-wide content managementand delivery practices. Second, we discuss few characteristics of android architecture and detail theconstraints associated with middleware to offer such VAS. Consequently, we describe the proposedsoftware platform which addresses key inherent challenges like Efficiency, Extendibility and Securitywhile achieving efficient content delivery. The Module Interconnection Architecture can be visualized tobe constituted by three basic building blocks, namely: VAS Content Management framework, IPTVframework and Application Services framework. The architecture employs a different perspective ofclassifying content based on applications. We point out the need and rationale behind such aclassification to correlate in an end-2-end IPTV architecture. We show the benefits of using theApplication Services framework to ensure smooth and swift portability onto various flavors of android.Finally, we conclude by detailing some use-cases indicating content management services like ElectronicService Guide (ESG) on Android..