Sky is now using Elemental to process and deliver its OTT service NOW TV and mobile TV service Sky Go.

Commenting on the development, Matt McDonald, director of broadcast services for Sky, said: “We love to give our viewers the flexibility to choose how, where and when they watch their favourite shows.

“Elemental offers the platform we require for live video and VOD streaming and rapid deployment of new services that delight customers.”

John Nemeth, VP sales/EMEA for Elemental, added: “Sky is constantly innovating new ways for customers to enjoy premium TV Everywhere content.

“Elemental’s level of quality and flexibility enables us to uniquely support Sky’s mission to delight existing customers and redefine the meaning of TV.”

Speaking at a Pre-IBC press event entitled 2020 Vision and attended by Broadband TV News, Sam Blackman, CEO and co-founder of Elemental, discussed as some length the increasing importance of software and its disruptive power. He identified Arista as a perfect example of a company engaged in Software Defined Networking (SDN) causing such disruption.

Looking at video as a disruptor, Blackman referred to how it had started at Elemental with Elemental Server (V.1) for VOD multiscreen, before moving on to Elemental Live (V.1) for live multiscreen, Elemental Server (V.2) for VOD primary screen and Elemental Live (V.2) for linear primary screen.

He added that the multiscreen world is changing very rapidly and Elemental believes software is now at the inflection point.

Blackman also said that unified video processing is taking hold and is going to become increasingly commonplace.

Referring specifically to NOW TV and Sky Go, he said that they are powered by Elemental Live, Elemental Server and Elemental Conductor.

Meanwhile, Matt McDonald said that in providing VOD content Sky has a supply chain in which Elemental sits in the transcode section, “powering this engine and all our VOD assets”.

Emma Lloyd, director of corporate development and start-up investments for Sky, spoke of a genuine partnership the company has developed with Elemental.

She also identified Roku as another example of such a partnership, which is more than just a transactional arrangement.