ITN streamlines VOD and live events

Broadcaster ITN has agreed a partnership with Rightster to streamline its video on-demand and live events on the back of the successful royal wedding coverage.

ITN Productions will use Rightster's video technology to manage the end-to-end delivery of content and live streams on multiple platforms in its network, including the ITN Facebook page.

Crucially, the technology also enables ITN to sell advertising solutions directly on its own content and platforms, as well as manage audience development, syndication, monetisation and tracking.

Rightster's Advanced Video Streaming (AVS) team previously worked with ITN to stream live coverage of major events, including the royal wedding in April.

More than 10,000 people 'liked' the ITN Facebook page during the event, accessing the bespoke live coverage, VOD and audience participation functions. ITN also launched a royal wedding YouTube channel and a dedicated video application for mobile smartphones.

The ITN Facebook page continues to be updated by ITN with multiple news packages every day, providing a platform for people to watch and debate breaking stories.

Mark Browning, the managing director of ITN Productions, said: "Rightster's innovative system has the potential to transform our advertising and content strategy by giving us greater control of the value chain.

"In addition, we will be able to offer a greater range of production solutions to clients and partners including live streaming, utilising Rightster's expertise in delivering content and building audience across platforms."

Righster chief executive Charlie Muirhead added: "The rapidly changing content landscape brings great opportunity and increased complexity for rights owners, such as delivering video across multiple platforms, building an engaged audience and optimising monetisation.

"Rightster's expert solutions combined with the Rightster.com video system simplify this process, giving content owners like ITN Productions more transparency and control while enabling them to focus on what they do best: producing world-class content for a global audience."