Synamedia has acquired U.K.-based content discovery platform provider Utelly, in move that supports the company’s shift to a software-as-a-service-based technology provider.
Utelly offers capabilities for the entertainment industry such as metadata aggregation, search and recommendations, along with content management and a content promotion engine.
Synamedia said that privately-held Utelly provides a solution that makes users’ content discovery across TV channels, on-demand, and multiple streaming services easier, delivering customers with search and recommendations. Its technology leverages metadata aggregation, intelligent asset linking, AI and machine learning.
The two companies have already been involved as Utelly’s SaaS-based tech is already pre-integrated with the Synamedia Go video platform. With the acquisition, the platform will now be embedded in the company’s Go.Aggregate add-on package to help viewers find content across different platforms on all screens.
For the metadata aggregation piece, Utelly combines data in real-time from multiple providers, and is pre-integrated with Nielsen’s Gracenote, TiVo, IMDB, Netflix and 50 other metadata providers.
“Every day we hear from customers that metadata aggregation is an obstacle that is negatively impacting viewer engagement. Utelly was ahead of the curve in recognizing this and developing a SaaS solution that enables end users to find content across aggregated TV and video services,” said Synamedia CEO Paul Segre in a statement. “Its AI-powered solution eliminates the complexity of combining data from multiple metadata providers and is a great addition to our Synamedia Go streaming platform.”
A recent survey from Hub Entertainment Research found that it takes at least four services before more than half of consumers feel their TV lineup meets their needs, and eight services before 69% feel their combination of streaming services satisfy content needs “very well.”
According to Synamedia, the acquisition “underlines a new phase of investment” in its portfolio of SaaS streaming solutions. Other products include Synamedia Clarissa, addressable advertising product Iris, Vivid Workflow as a Service and Synamedia OTT ServiceGuard. During NAB Synamedia announced the launch of its complete Go cloud video suite, with enhanced features for streaming companies and pay TV providers to acquire, manage, and distribute content.
“This acquisition is testament to the hard work and ingenuity of our tight knit team of developers who have put Utelly on the map,” said Utelly founder and CEO Romain Eude. “We look forward to the next step in Utelly’s journey as we become part of the Synamedia family and embrace the new opportunities on a global scale.”
Synamedia’s technology is in 320 million active devices, with solutions used by over 200 video service providers. In April, the company deployed its Vivid compression platform to support BT Sport’s 8K-UHD broadcast of a rugby match – marking the U.K.’s first live K home broadcast of a major sporting event.