Online video is currently a passive, linear, experience. Adaptive video is the next generation of video services enabling companies to leverage their existing video assets to create new, personalised streaming video in real time, tailored to individual requirements.

The core technology was developed over five years in BT's laboratories in Martlesham. It is now being used by FTSE 100 companies to deliver a unique personalised media experience for each consumer by assembling together segments of video, audio, text and graphical content in real time. Content can be adapted based on consumer profiles, user choices, publisher requirements or a variety of other factors. The solution is a fully managed service, with rapid deployment and a suite of additional services to support the full content creation, delivery and management process.