Accedo and ITV develop new OTT platform ITVX

Accedo is a company specializing in video solutions. The company recently worked with UK broadcaster ITV to develop its new integrated advertising and subscription platform, ITVX.

Launching in early December 2022, ITVX is a streaming service that provides access to more than 10,000 hours of free programming and thousands more on subscription service. ITVX offers a combination of live linear content, FAST channels and a video-on-demand archive that includes British collections from BritBox and content from other partners. The strategy for much of the content is to broadcast first to platform subscribers and then on ITV’s linear channels.

ITVX has been developed with new technology and user architecture replacing the pre-existing ITV Hub and ITV Hub+. Accedo’s application capabilities have been added, providing comprehensive personalization capabilities through data analytics capabilities. In the ad-funded slot, this personalization is bringing value to both advertisers and viewers.

“With rapidly changing viewing habits and an increased appetite for free ad-funded content, we wanted to massively expand our streaming ambitions, which is what we have done with ITVX,” says Steve Forde, Director of Core Experience Product, ITVX. “Accedo has been a trusted partner for years and has helped us deliver an engaging and captivating streaming service that will help us get our programs to as many people as possible.”

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