BT digitises ITV's world-class television content for on-demand and broadcast markets

07 May 2008

BT Media & Broadcast's digital archive and workflow service enables new business models for UK's leading independent commercial broadcaster

BT Media & Broadcast, part of BT's Global Services division, today has announced that it has developed a digital content store based upon its BT Mosaic Service to enable ITV, the UK's leading independent commercial broadcaster, to deliver its world-class television library on-demand to internet users and other broadcasters around the globe. The content store supports new business models to complement ITV's television advertising revenues.

ITV has produced some of the most desirable broadcast content in the world ranging from Agatha Christie's Marple to the critically acclaimed and Oscar winning feature film of 2006, The Queen.

Once this content has been digitised, the new BT Mosaic Service will allow ITV to edit its programmes in file format quickly for distribution across a variety of networks and devices directly to consumers, who then have the choice of when and how to view their programmes. ITV will be able to allow other broadcasting companies access to their archive library enabling them to respond to trends in their own markets and edit programmes that fit with their local customs and laws.

Richard Cross, Technology Director, ITV, said: "BT Mosaic will enable ITV to reinvent its channels to market to reflect the way consumers - and other broadcasters - interact with content both in the UK and globally. The BT-developed content store is the core platform that will enable ITV to flourish in the new, globalised, digital world. BT worked collaboratively with ITV and invested significant time and effort in developing this innovative service and we are excited by the prospect of working together to give new audiences worldwide access to years of ITV's high-quality television."

One of the key features of the service architecture is the user friendly workflow interface. It makes management of complex multi-function technologies simple and protects investment against future shifts in technology. In addition, it integrates into ITV's wider business processes to ensure HR, legal and commercial considerations become more streamlined.

To date, BT has digitised 20,000 ITV programmes, making these readily available for download or broadcast as well as protecting against loss. The content is already available on where consumers can download cult series like Morse and The Saint or even engage with specially edited features like the Cold Feet Guide to Parenthood.

Mark Wilson-Dunn, global VP for sales, BT Media & Broadcast, said: "BT Mosaic has been developed in consultation with a range of broadcast and media companies. Through collaboration with ITV we have configured the platform to streamline ITV's operations and create new commercial opportunities. Traditionally this would mean ITV taking on commercial and financial risk through investment in new platforms, however, BT Mosaic enables ITV to match costs with demand using a future-proofed solution. BT has been able to bring its expertise in media and IT solutions to create a transformational service for media customers."

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