ITV has announced its adoption of Unified Streaming’s Unified Virtual Channel to manage nearly a dozen FAST (free ad-supported television) channels.Unified Virtual Channel, a software-based solution, transforms existing video-on-demand (VOD) assets – archived or catalogued content – into new live, linear streams. This technology emulates the experience of traditional broadcast television, offering ITV the ability to launch channels that can be customised and monetised.Currently, 11 of ITV’s prominent archive content channels operate as FAST channels powered by Unified Virtual Channel. These include: 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 first channel worldwide to provide all content signed with British Sign Language.The transition to Unified Virtual Channel represents the most significant modification to ITV’s video streaming services in recent years. ITV cited cost-effectiveness as a primary incentive for implementing this change, noting that its previous infrastructure for ITVX FAST channels – comprising encoders and distribution systems – was unnecessarily costly.In early 2025, ITV began substituting its legacy pipeline with a packager-based method, incorporating Unified Streaming’s solution. Rigorous coding and testing ensured that the playout system was compatible with ITV’s requirements for ad insertion, digital rights management (DRM), and accessibility, and functioned reliably across a broad range of devices.Support, expertise, and guidance offered by Unified Streaming were additional factors influencing ITV’s decision to select Unified Virtual Channel over competing solutions. ITV reports that end-users experienced no disruptions, and the transition occurred smoothly internally, without notable issues. Channel schedulers within ITV have benefited from reduced workloads as a result of the solution’s integration.Unified Streaming has provided software to ITV since 2018. The implementation project was completed in collaboration with Eyevinn Technology, which contributed engineering resources, and JWP Connatix, who supplied both consultancy and DRM technology.Mark Ison, Director of Engineering at ITV, commented: “Switching from our previous setup to Unified Virtual Channel involved considerable risk, but the advantages justify the effort. Unified’s team partnered with us throughout the process, ensuring a seamless transformation. The solution integrates effectively with our DRM and SSAI systems and supports scaling our VOD catalogue across an extensive array of devices.”Jamie Fletcher, Senior Solution Engineer at Unified Streaming, added: “ITV’s willingness to innovate and their disciplined approach facilitated close cooperation and successful project delivery. Integration challenges were resolved collaboratively, maintaining consistent service quality. Unified Virtual Channel now forms the core of a reliable, cost-effective streaming platform that meets diverse device and service requirements. Ultimately, it was the teamwork, not just the technology, that distinguished this partnership.”Unified Streaming is a leader in streaming software, serving more than 140 broadcasters, telcos, platforms, content creators, and partners globally. Its products support many of the world’s largest and most recognisable streaming services.
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