Mediaset has tapped FreeWheel and Comcast Technology Solutions to provide the technology platform for its new live and on-demand streaming service Mediaset Play.
Comcast-owned FreeWheel said that the pair’s technology would help unify Mediaset’s video distribution and advertising stack and is part of the broadcaster’s overarching advertising-supported VOD strategy.
Mediaset Play’s coverage of this year’s FIFA World Cup helped Mediaset amass 35 online and mobile views fo its coverage, with additional distribution via HbbTV-enabled smart TVs.
Tapping Comcast Technology Solutions’ online video management platform and FreeWheel’s ad management platform, Mediaset Play aims to secure distribution via iOS, Android and smart TV apps and to provide advanced advertising products offered by Mediaset sales unit Publitalia.
Mediaset relaunched Mediaset Play as a multiscreen streaming service combining live channels with catch-up and on-demand content in May, including access to linear transmissions of channels Canale 5, Rete 4, Italia 2, Focus and TGCom24 and startover TV, alongside access to an expanded range of catch-up and on-demand content. Mediaset said at the time that it planned to add targeted and personalised advertising to the service.
Mediaset CTO Maurizio Galli said: “We chose the Comcast Technology Solutions and FreeWheel platforms because they are true leaders in their field and offer a solid solution to support our business needs. This collaboration will ensure Mediaset continues to innovate in a competitive market.”
Paola Colombo, general manager, adtech and business development for Publitalia said: “By being able to use the Comcast Technology Solutions and FreeWheel platforms as part of an integrated technology stack, Mediaset will be able to achieve high quality delivery and improved time to market through one standardised platform and vendor. The collaboration will also ensure that we, in partnership with Mediaset, can better monetise content optimally, and increase revenue and provide a better yield on investment.”
Thomas Bremond, general manager, international, FreeWheel and Comcast Technology Solutions, said: “We’re delighted to be working with Mediaset and to be able to provide them with a robust and scalable technology solution. Combining FreeWheel and Comcast Technology Solutions’ unique platforms gives Mediaset the ability to segment their various business models, while knowing they have the high quality and trusted reputation of Comcast behind them.”