CONNECTED VISION
DTG promotes advertising framework
The DTG in the United Kingdom has launched a new industry framework designed to realise the opportunities for television advertising through online delivery. Developed in collaboration with more than 50 organisations representing broadcasters, media owners, platform operators, advertisers, agencies, technology providers and industry bodies, the DTG Interoperability & Transition Framework for IP-Delivered Television Advertising provides a common reference model for an increasingly complex ecosystem.
The framework finds that the main industry challenge is increasingly not the absence of technology or standards but enabling existing capabilities to operate together consistently across different organisations, platforms and commercial environments.
The report identifies five re-occurring themes: technical and commercial interoperability, the relationship between delivery and measurement, the significance of metadata, and how identity, consent, and privacy are fundamental.
Rather than defining a new standard or prescribing a single implementation model, it maps five interconnected areas: creative workflows, metadata and signalling, trading and decisioning, delivery infrastructure, and measurement and attribution. Identity, consent and privacy are treated as a cross-cutting consideration influencing every part of the advertising lifecycle.
“Much of the technology needed to support IP-delivered advertising already exists,” explained Alex Buchan, the chief technology officer of the DTG. “The task now is to enable those capabilities to operate consistently across an increasingly diverse ecosystem, while preserving the quality, trust and effectiveness that have always distinguished television advertising.”
The DTG framework is proposed as a common reference model, prioritising practical implementation guidance. The DTG points out that it is not a technical specification, a replacement for existing standards, a prescribed implementation model or a mandatory certification programme.
The DTG is a member organisation that has been central to driving digital television innovation in the United Kingdom for more than thirty years.
BBC Studios selects Full Season for playout
BBC Studios and its wholly owned subsidiary UKTV have selected the German media services company Full Season to provide playout services for over 50 channels and their associated online video offerings. The multi-year agreement will support the delivery of programming to audiences in the United Kingdom and international markets.
Full Season will deliver fully managed end-to-end services, including content preparation, playout, online video workflows and channel delivery to multiple collection points, supporting onward global distribution for BBC Studios and UKTV.
BBC Studios is a commercial subsidiary of the BBC. UKTV operates a number of commercial channels and an online service under the masterbrand “U” in the United Kingdom.
Tim Bertioli of BBC Studios and UKTV said: “Seamless, high-quality, and resilient service delivery were key priorities for us. full season’s robust infrastructure and proven operational expertise gave us confidence in their ability to support our evolving global channels and streaming business and deliver the reliability our audiences and partners expect.”
The transition marks a departure from their previous service provider, Red Bee Media, which was originally formed as a spin out from the BBC.
Full Season also provides playout and online video services for Hearst Networks in the United Kingdom and Germany including the History Channel.
The company is part of the MBS Group and is based in Unterföhring, near Munich in Germany. It was created after the German communications group MBS, formerly Media Broadcast Satellite, acquired certain playout, content management, and online delivery operations for Germany and the United Kingdom from the satellite operator SES.
Accedo and MediaKind offer joint solution
Accedo and MediaKind have announced a new end-to-end multiplatform streaming offering that enables offers to launch, manage, and monetise branded online video services across television, mobile, web, and set-top boxes.
The joint white-label solution brings together the combined expertise of two companies with a long track record of designing, launching, operating and continuously evolving operator streaming services at global scale. Together, Accedo and MediaKind have helped many of the world’s leading telecommunications providers, broadcasters and media companies deliver premium video experiences to millions of consumers worldwide.
Mrugesh Desai of Accedo explained: “The streaming ecosystem has become significantly more complex in recent years, making it increasingly challenging for operators to launch, manage and evolve modern streaming services cost-effectively.
“By combining Accedo’s expertise in delivering world-class user experiences with MediaKind’s market-leading backend platform, we’ve created a proven solution that dramatically reduces complexity, accelerates deployment and lowers total cost of ownership. Just as importantly, operators benefit from a platform backed by two companies with decades of experience launching and continuously evolving streaming services at scale.”
The solution is powered by Accedo’s native application framework and cloud-based application management tools, which support all major connected TV, mobile, and web platforms, as well as MediaKind’s MK.IO Platform for Operators, for entitlements, content management and discovery, security and video delivery. It supports iOS, Android, Amazon Fire TV, Apple TV, Roku, Samsung Smart TV, and web delivery.
The system has already been used to power the EPICO online video service for the Canadian operator Cogeco. A further operator has committed to launching on the solution in the coming months.
Accedo is a privately held company founded in 2004 by telecom and media entrepreneurs Michael Lantz and Fredrik Andersson.
MediaKind was previously known as Ericsson Media Solutions and rebranded in July 2018 after private equity firm One Equity Partners acquired a 51% majority stake in the business, while Ericsson retained the remaining 49%. MediaKind acquired the Harmonic Video Business, completing the acquisition in June 2026.