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Red Bee Media New Name for Ericsson Broadcast and Media Services
What's old is new again as Ericsson reclaims the Red Bee name in order to position its broadcast services as independent and agile.

Ericsson has renamed its Broadcast and Media Services business worldwide as Red Bee Media, starting today, and also converted the division into an independent business, although one owned by Ericsson. Red Bee operates in the U.K., U.S., Sweden, Finland, Germany, France, Spain, Netherlands, United Arab Emirates, and Australia.

As for the reason, Steve Nylund, Red Bee's CEO, says adopting this brand will help position the company as an independent and agile media services provider. As Nylund points out, Red Bee has "a long and rich heritage": Red Bee started as a media services company in 2005, offering media asset management, digital video publishing, metadata services, multilingual services, and more. Ericsson acquired the company in 2013, making it part of Ericsson's Business Unit Global Services and using its assets to help grow in the broadcast services market.

Today, Red Bee Media delivers over 2.7 million hours of TV programming to viewers worldwide, offering nearly 600 channels in over 60 languages. It also provides captioning for over 230,000 hours of video, 100,000 hours of that for live content.

“We looked at not only our vision and strategy for the future but also what we, as a business, now stand for," Nylund said. "It will provide the basis for our business, our people, and our clients to unify around a shared identity that represents our purpose, brand positioning, and values.”

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