The organisations have pacted to extend the reach of MediaCloud, Deluxe’s software orientated broadcast platform. The alliance is focused on delivering managed channel origination and distribution globally.

“This is a very significant step in the revolution taking place in broadcast technologies,” commented BT M&B vp Mark Wilson-Dunn. “The combination of our media grade global networks, and the Deluxe MediaCloud platform, together with the professionals behind it, is a winning proposition.”

Under the agreement, the partners will offer a software-based broadcast playout solution “giving broadcasters and content owners an alternative to legacy owned and operated hardware-centric broadcast platforms,” it states.

Deluxe MediaCloud MD, Maurizio Cimelli added: “The MediaCloud platform is designed to transform broadcasting from content acquisition through to play-out and delivery. Its agility, cost effectiveness and resilience is designed to offer broadcasters far more flexibility without compromising quality."

BT Media & Broadcast (M&B)is the digital media and broadcast services arm of BT Wholesale. It is responsible for delivering OBservices from over 150 sports and news locations around the UK and its global media network links every major location where broadcast or film content is created or distributed.

Deluxe MediaCloud, part of Deluxe Entertainment Services Group, is a broadcast services organisation delivered largely through automated processes and software defined platforms.

Deluxe MediaCloud recently announced a contract secured with The Special Broadcasting Service (SBS) in Australia to become the first broadcaster to use a software orientated system for the play-out of its television channels.