Switch swoops for Mediasmiths SI consultancy
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Editor
| 05 February 2019

As part of its global expansion strategy, and enhancing its streaming technologies, Australia’s Switch Media has acquired Swedish based media systems integration firm Mediasmiths.

Mediasmiths AB was formed in 2011 as a wholly owned subsidiary of Mediasmiths International before becoming independently owned after a management buyout in 2014. As a result of what it says is its expertise in media workflows, integrating broadcast systems, bespoke software development and its advancement in using artificial intelligence and machine learning to deliver media services, Mediasmiths has a client list comprising major broadcasters, content owners and service providers.

Switch is best known in Australia for its technology involved in streaming content and ads for Australia’s free-to-air TV networks as well as for Foxtel, RMIT University and Australia’s Parliament House. It believes that the buyout — which now sees its global footprint extend to seven markets including Australia, New Zealand, India, United States, Africa and Asia — will deliver ‘comprehensive’ solutions, from consultation through to delivery and ongoing services for broadcasters and content owners throughout Europe.

“Europe is well and truly at the inflection point with rapid growth expected over the next few years, with Western Europe OTT TV episode and movie revenue set to hit more than $23 billion by 2023,” said Switch Media chief executive officer Mark Johns. “This is almost double the revenue of last year, which sat at around $12 billion across 18 countries. It makes sense for us to have a strong presence in Europe as part of the wider global expansion plans that we have embarked on in recent times and Mediasmiths AB presents an ideal way for us to grow. Through [its] contribution in defining and implementing the cloud architecture for our server-side ad insertion solution, AdEase, it was apparent that the expertise at Mediasmiths was complementary to Switch Media and that we shared similar team values of integrity and innovation.”

Going forward, Mediasmiths will operate under the Switch Media brand but will continue operating as usual for the immediate future and its team will remain at its Stockholm base. All existing business relationships will be fully supported and serviced as per usual said Switch.