The first of two sessions on streaming technology and continuing one of the conference themes - on the future of TV distribution. Presentations are: an update paper from BT Research, UK on its prototype m-ABR system called Multicast-Assisted Unicast Delivery (MAUD) designed to allow multicast when a single operator is not in control of the whole delivery chain; from ITV, UK on using an experimental holdout technique to better assess the impact on viewer experience of updates to a major TV streaming platform; and from AWS on edge computing with generative AI for VoD, for improving personalised content discovery.

Presented Papers:
'Delivering live content over the internet at scale' - BT Research and Commercialisation, UK
'Quantifying digital product value in commercial broadcasts: A long term experimental holdout framework on ITVx' - ITV, UK
'Edge computing with generative AI for VOD accelerating personalised content discovery' - AWS Singapore and AWS Ireland

Supporting Papers:
'Client guided ad measurement with CMCDv2: Bridging the standards gap in server-centric ad insertion' Yospace, UK