How ITV Improves Customer Experience through Optimizing Rights Management

Apr 20, 2021, 3 minute read
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As Britain’s largest commercial broadcaster, ITV produces, exploits and distributes content globally via its Media and Entertainment division and its Studios division. ITV’s ownership of a large and popular portfolio of shows is critical IP asset that “underpins ITV’s competitive advantage.”

The importance of rights management

Today, as audience viewing habits continue to evolve, content and advertising are now distributed both via linear broadcast and on-demand. This evolution is the impetus for ITV’s digital transformation initiative, which aims to bring brilliant content to audiences wherever, whenever, and however they choose and to enhance the way ITV staff work by improving operational systems, including rights management.

According to ITV’s 2020 Annual Report, rights management is one of four enablers to the successful delivery of ITV’s strategic vision.

“By developing, owning and managing the rights to content, ITV is able to maximise the value of its programme brands across four pillars of value: ITV Studios; Linear Broadcast; AVOD and Direct to Consumer (in particular subscription video on demand (SVOD). This ensures ITV is a more diversified business and enables it to drive value from different revenue models.”

Four enablers of ITV's strategic vision

How Stardog solves rights management

ITV leverages Stardog to transform its rights service, maximizing exploitation and distribution opportunities and increasing viewer engagement. Connecting and aligning critical rights data from disparate sources, Stardog’s platform is designed to be one of the foundational components of ITV’s business-wide rights management service, enabling business users to determine who can exploit its content. Leveraging Stardog, ITV has the potential to manage its rights with greater agility and flexibility.

“Managing content rights can be challenging, because our current systems are difficult to navigate, and rights data is complex. As a result, confirming a rights position often requires expert attention,” said Tom Griffiths, Director of Technology Content Supply & Distribution at ITV. “Stardog’s knowledge graph technology was the best fit for our needs, and adopting it as part of our strategy will contribute to operational efficiency and increase business users’ ability to self-serve.”

More specifically, ITV selected Stardog for its ability to improve decision making using its key capabilities, including:

  • Data virtualization: allows ITV to leave data within existing data sources and perform complex real time queries on data wherever it lives – whether on-premises or in the cloud.
  • Semantic graph: captures detailed context of content rights, which traditional relational systems struggle to support.
  • Enhanced search: presents the most relevant results so rights management staff can quickly make decisions to optimize content distribution.
  • Flexible modeling: supports long-term responsiveness to shifts in market and consumer behaviors due to ease of adapting rights data.

Learn more

Seeking a better way to manage the rights of your content portfolio? Learn how Stardog’s platform represents complex relationships, supporting your ability to effectively manage and maximize rights.

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