Launching a really 100% own cam platform with own models, to be run only in a program's member area, no matter how big this program it is, may cost more money in setup and maintenance than the profit such a single program member area may give back from such cams sales.
It is a matter of reaching the critical mass for scale economy or not, there must be at least a few dozen models online always or that's too few choice for members, but you not have so many model sonline if they not make enough money, so you need members to keep models and need models to keep members and so either you are big (many member areas and whitelabels around), or you are too small to exist as a cam site.
As an evidence, even big programs use whitelabels, and there's a bunch of programs who tried doing own cams for a while (in some cases using some own models, same used for content - which make sense), but then gave up and have put a whitelabel again, which cost nothing and give back more $$ than own custom cam (unless is full of models - difficult to keep up in 2010 with a single program traffic).
There is also an hybrid solution, to make a custom site with cam API which is, embed the cam girls of a big program in your cam site and add something that is yours, an example is vsex or recently launched hustlercams, but there main sales biz is 3rd party cams so is again a whitelabel, just more customized.
This critical mass rule (which may not apply to pre-recorded content, but sure applies for community sites - i.e. facebook is better than other social site not becaus ebetter code or features, but because more users i.e. girls) is same for standalone cam programs, I don't think any really new cam program from new people was launched in last 2 years really, who is up with dozens cam girls there and no whitelabels or api's with 3rd party cam girls.
PS: I see I was not posting in GFY since 2003
