Virgin Media taps Digital Element for content geo-location

UK cable operator Virgin Media is using geo-location technology from Digital Element to manage the geographic rights to content available on its Virgin TV Anywhere service.

Virgin Media is using Digital Element’s NetAcuity Edge IP geo-location technology to manage the geographic rights to content on the service.

Under the terms of its TV Anywhere contracts, Virgin media is obliged to only allow access to web-delivered TV to viewers in the UK. The operator is using Digital Element’s technology to prevent viewing in other countries.

NetAcuity Edge combines IP routing infrastructure analysis with anonymous location insight from a network of global commercial partners to provide detailed data around users’ location.

“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 geo-location technology provider, we can confirm their content is in the safest possible hands,” said Scott Kewley, director of digital entertainment at Virgin Media.