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ITVX has launched a new in-car entertainment service in partnership with Xperi, marking another step in the expansion of premium video content into connected vehicle environments.
The collaboration enables ITVX content to be accessed through automotive platforms, giving passengers new ways to enjoy streaming services while on the move.
For ITVX, the partnership opens an additional distribution channel beyond traditional home and mobile screens. For Xperi, it reinforces its role as a technology enabler helping media brands enter the automotive ecosystem.
The move highlights how vehicles are increasingly becoming a new frontier for digital media, where streaming platforms, content owners and automotive tech providers are competing for consumer attention.
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