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Virgin Media Integrates Digital Element’s NetAcuity® IP Geolocation Technology into Virgin TV Anywhere


Victoria Usher

Published On:

December 3, 2013

Published In:

Technology Insights

Industry-leading IP geolocation technology used to manage geographic content rights requirements

LONDON, UK, 3 December 2013: Digital Element, the leading provider of IP geolocation intelligence technology, today announced that Virgin Media, the UK’s leading telecommunications and entertainment company, has implemented its NetAcuity Edge® IP geolocation technology to manage the geographic rights of the vast amount of content available online on the award-winning Virgin TV Anywhere service.


Virgin TV Anywhere is the UK’s most comprehensive entertainment-anywhere service, offering a third more streaming TV channels online than rival alternatives. To support the commercial rights of its content partners, Virgin Media is obliged to only allow access to web-delivered TV to viewers in the UK. By deploying Digital Element’s real-time location data, Virgin Media can prevent viewing in other countries of the world where it is prohibited.


Scott Kewley, Director of Digital Entertainment at Virgin Media, commented: “We need to be able to assure content rights owners that their content will only be distributed where we say it will be. By selecting Digital Element as our IP geolocation technology provider, we can confirm their content is in the safest possible hands.”


Founded in 1999, Digital Element is the industry pioneer of IP geolocation technology and its NetAcuity Edge technology has revolutionised the IP geolocation space. By combining IP routing infrastructure analysis with anonymous location insight gleaned from a network of global commercial partners, NetAcuity Edge provides the most detailed, hyperlocal dataset available worldwide today that maintains user anonymity and complies with the highest standards of end-user privacy.


“We are delighted to be working with Virgin Media”, said Charlie Johnson, Senior Digital Media Director, Europe, at Digital Element. “Digital rights management is a complex area where low-end solutions can prove very costly to rights owners and content platforms. Using advanced IP geolocation technology for geographic rights management ensures that content will be distributed to specific geographies, and only to those geographies.’’


Virgin Media joins some of Digital Element’s other high-profile digital clients including Channel Five, ESPN, Videology, YouView, Disney, CNN, ABC and Tesco’s Blinkbox.

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