Unified Streaming powers ITV’s FAST channels
September 9, 2025
ITV, the British media and broadcasting company, is now using Unified Virtual Channel from Unified Streaming to stream its FAST channels.
Unified Virtual Channel is a software-only solution that turns existing VoD assets, aka catalogue or archive content, into new live, linear streams. Mimicking the feel and familiarity of traditional broadcast television, the tech enables customers to launch channels that are customisable, localisable and monetisable.
Eleven of ITV’s popular archive content channels operate now as Unified Virtual Channel-powered FAST channels: ITVX Kids; The 1% Club; The Only Way Is Essex TV; Love Island; The Chase; Saturday Night, Every Night; Reality 24/7; Comedy 24/7; Vera; Midsomer Murders; and ITVSigned, which in 2022 became the world’s first channel to offer all of its content ‘signed’ with British Sign Language.
In early 2025 ITV began replacing its traditional pipeline with a packager-based approach, integrating Unified Streaming’s Unified Virtual Channel. Coding and testing ensured that the playout solution worked well with the functioning of ITV’s ad insertion, digital rights management (DRM), and accessibility technologies, and that it would operate smoothly with the widest-possible range of devices.
ITV reports that viewers have noticed no changes, and that, internally, the transformation has been smooth, without crises or emergencies. ITV personnel who schedule the channels have also seen their workload eased, due to the integration of the Unified Streaming solution.
The project of integrating Unified Virtual Channel was delivered together with Eyevinn Technology, who supplied engineers for the plan, and Unified’s partner JWP Connatix, who provided ITV with both advice and DRM technology.
“For us, making such a big switch, from the previous setup, to Unified Virtual Channel, meant taking on risk. Integrating a whole new product is always like that, but ultimately the effort is worth the gain. Thanks to Unified’s team, who collaborated with our team every step of the way, the transformation was smooth. Unified Virtual Channel not only works seamlessly on playout, it also integrates flawlessly with our DRM and our SSAI (server-side ad insertion) systems. We continue to target a huge range of devices and unlock the ability to further scale our VoD catalogue,” said Mark Ison, Director of Engineering, ITV.
“From our earliest conversations, ITV made it clear they were willing to try something new. Their methodical approach, clear communication, and their hands-on effort from product owners, engineers, and ops meant we could work side-by-side to make this project a success. We encountered integration challenges along the way, all of which were resolved through close collaboration, and without affecting delivery. The result is a streaming solution, with Unified Virtual Channel at its heart, that integrates with their existing DRM and SSAI platforms, while meeting a wide range of device requirements to deliver FAST channels in a reliable, cost-effective way. It was the people—not the technology—who made this partnership. And we’re proud of what we built together,” added Jamie Fletcher, Senior Solution Engineer, Unified Streaming.
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