SYS-CON MEDIA Authors: Bob Gourley, Lori MacVittie, RealWire News Distribution, Cynthia Dunlop, Mark O'Neill

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

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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About Digital Element

Digital Element delivers the de facto standard in IP geolocation intelligence, providing coverage for 99.9999 percent of the Internet. Digital Element’s patented technology combines Internet routing infrastructure analysis with hundreds of millions of partner-derived online end-points, resulting in the most accurate IP geolocation data available today. Most of the world's largest networks, websites, retailers, publishers, advertisers and more deploy Digital Element’s IP technology to target advertising, localise content and video streaming, manage geographic rights and enhance analytics. As an industry pioneer, Digital Element has long been a technical leader in evolving non-invasive IP geolocation intelligence technology.

For more information on how to uncover new levels of insight about online users please visit www.digitalelement.com. Digital Element is a business unit of Digital Envoy Inc.

About Virgin Media

Virgin Media is the first provider of all four broadband, TV, mobile phone and home phone services in the UK. The company’s cable network – the result of multi-billion pound private investment – delivers ultrafast broadband to over half of all UK homes, with speeds of up to 120Mb, as well as market-leading connectivity to thousands of public and private sector organisations across the country.

Virgin Media has developed the most advanced interactive television service, bringing together broadcast TV, thousands of hours of on-demand programming and the best of the web in a single set-top box powered by TiVo. The company was the first to offer HD TV and 3D on demand to millions of British households.

Virgin Media is a part of Liberty Global plc, the world’s largest international cable company. Together Virgin Media and Liberty Global serve 24 million customers across 14 countries, helping connect people to the digital world and enabling them to discover and experience its endless possibilities.

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