ITV targets pirates with Friend MTS

Friend MTS has announced that its anti-piracy services have been selected by UK broadcaster ITV.

The collaboration is aimed at protecting ITV’s main linear channels across broadcast and streaming platforms through the deployment of the Friend MTS Global Monitoring service.

Using automated detection systems backed by a 24×7 operations team, the solution includes proprietary fingerprinting technology and identifies illegal streams for immediate takedown, said the company. Friend MTS also facilitates the removal of links from primary search engines.

Sarah Tierney, director of distribution at ITV, said, “ITV’s aim is to contribute to making piracy unsustainable and through appointing Friend MTS we will be working together to enhance our anti-piracy activities in the UK.

“As a key part of our strategy to optimise broadcast and supercharge streaming, it’s important that we maximise ITV’s reach while protecting audiences from the material consumer harms of pirate sites and meeting our contractual obligations with rights holders.”

Commenting on the collaboration, Friend MTS’ senior vice president of sales, Chris Gibbs, said, “We are seeing a tide of key entertainment brands turning to us to help them fight piracy and keep their content secure. Our unrivalled capabilities not only reduce exposure to piracy but ensure advertiser messaging is seen by the right people, which is paramount for an ad-funded business like ITV.”