MainStreaming has announced its solutions have been selected by ITV to support the delivery of ITVX’s core content catalogue.
With streaming volumes set to significantly increase over the coming years, ITV faced a need to diversify and evolve its video delivery model to meet the requirements of shifting audience behaviour. Aiming to enhance visibility, optimisation and performance management at scale, the company has added MainStreaming to its multi-CDN strategy. Leveraging its distributed Edge architecture, MainStreaming aims to deliver high Quality of Experience (QoE) as well as ensuring total cost of ownership is optimised.
Strengthened by its recent collaboration with BT, MainStreaming integrates deeply within ISP networks. With BT’s converged infrastructure enabling high-quality distributed video delivery and its customers making up a significant share of ITV’s audience, the integration aims to deliver enhanced streaming performance as ITVX continues to scale.
Mark Ison, director of engineering at ITV, said, “ITVX is a strategic platform for ITV, and our delivery architecture needs to be ready not just for today, but for where streaming will be in the next ten years. MainStreaming’s video-first, capacity-based approach helps us enhance our platform as our expected demand evolves, and its proven ISP partnerships – including BT – give us confidence we can address quality, scalability and efficiency for a significant portion of our audience, while continuing to build on our already world-class streaming platform.”
Antonio G. Corrado, Founder and CEO of MainStreaming, added, “ITV’s decision reflects a broader shift in the streaming industry. As audiences continue to grow and viewing increasingly moves towards streaming, broadcasters need new delivery infrastructures and technologies that provide greater control, scalability and efficiency. We are proud to support ITVX in this evolution and to help demonstrate how closer collaboration between broadcasters, ISPs and technology partners can deliver a higher-quality streaming experience at national scale.”
