FreeWheel, a Comcast Company, and the provider of the industry’s leading video advertising software, today announced its partnership with STV, the home of news and entertainment in Scotland, which will allow the broadcaster to monetise its content across OTT (over-the-top) and STB (set-top-box) devices.                    

STV is Scotland’s most-watched peak time television channel, showing popular soaps such as Emmerdale and Coronation Street, and entertainment shows like Britain’s Got Talent and Dancing on Ice, alongside major dramas, sports events, regional programmes, trusted news and documentaries. The broadcaster also has its own online video-on-demand (VoD) service, the STV Player. Full Player content is available to customers in STV’s broadcast licence areas, with additional Player-only content available on some platforms UK-wide. With 3.5 million registered users, STV Player is one of the fastest growing on-demand platforms in the UK.

Through FreeWheel’s Monetisation Rights Management (MRM) platform, STV is able to monetise premium video content available on air, online and on demand on all Sky platforms – including Sky Go – with a multitude of ad formats. FreeWheel’s MRM enables premium video publishers to holistically manage their ad businesses and maximise value across all screens and a vast range of content.

Jamie Caras, senior regional director and head of commercial strategy, UK and Ireland, FreeWheel, said: “We are delighted to work with an innovative UK media business like STV. It is leading the way with its VoD player, and with the addition of FreeWheel’s advertising technology, STV will be able to strategically manage its ads and reach its business objectives.”

Richard Williams, director of digital at STV said: “FreeWheel has built a reputation for being at the forefront of TV and premium video and we’re pleased to be harnessing their best in class technology and expertise in STB to maximise our content across Sky platforms.  We’ve seen a real acceleration in online viewing with digital streams and advertising up 37% thanks to the STV Player and we see significant potential for further growth this year and beyond.”