British broadcaster ITV has rolled out Unified Streaming's virtual channel solution to power nearly a dozen free ad-supported television (FAST) channels. The deployment marks a significant shift in ITV's video streaming infrastructure.
Transformation of Archive Content
The software-only Unified Virtual Channel technology converts existing VOD assets into new live, linear streams, providing a familiar TV experience for viewers. Eleven of ITV’s popular archive channels, including ITVX Kids, The 1% Club, and ITVSigned, are now powered by this solution.
Motivations Behind the Change
Cost-effectiveness was a primary driver for ITV's decision to adopt Unified Streaming's technology. The broadcaster aimed to replace its traditional pipeline with a more efficient packager-based approach, reducing expenses associated with encoders and distribution systems.
Integration Process
In early 2025, ITV began integrating Unified Virtual Channel into its system. Extensive coding and testing ensured seamless integration with ad insertion, DRM, and accessibility technologies, supporting a wide range of devices.
Collaborative Effort
The project was executed in partnership with Eyevinn Technology and JWP Connatix, who provided engineering support and DRM technology respectively. Mark Ison, Director of Engineering at ITV, noted that the collaboration with Unified Streaming’s team facilitated a smooth transition.
Positive Outcomes
ITV reports no noticeable changes in viewer experience post-implementation. Internally, the transformation has been seamless without any operational crises. The integration also reduced the workload for personnel scheduling the channels.