ITV and Virgin Media O2 have signed a new long term multi-year agreement that delivers deeper integration of ITV programming, support for IPTV, enhanced advertising capabilities and continued access to ITV’s range of channels and on-demand services for Virgin TV customers.The new agreement, which lasts over five years and signals a new commercial relationship between the two companies, includes full integration of the ITV Hub platform onto Virgin TV set-top boxes. This enables viewers to seamlessly search for and watch all ITV programmes, including on-demand directly from within the ITV Hub. A range of new features including programme start over and cloud recording will also be introduced for some Virgin TV customers in future.This full integration of the ITV Hub platform also brings increased benefits to advertisers through Planet V, ITV’s programmatic addressable advertising platform. Planet V allows both advertisers and agencies control over the planning, purchasing and reporting of their campaigns on ITV Hub, building audiences with first party data and augmenting those audiences with advertisers’ own data.Looking ahead, ITV’s live channels and the ITV Hub will also be available through Virgin TV’s upcoming IPTV service when it fully launches in early 2022 – the service will offer a seamless app and streaming-based experience powered by the company’s ultrafast and gigabit connectivity. Building further upon the benefits to advertisers under this agreement, ITV will also be able to offer linear addressable advertising via IP delivery through the Planet V platform.
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