AMSTERDAM — In a world of competing technology standards, vying for lock-in, it can be tempting to back a favorite candidate.

But one video tech firm is supporting multiple digital rights management standards, so as to not isolate any clients or potential customers.

We take an agnostic perspective on rights,” says Irdeto Americas sales VP Richard Frankland.

“Rather than forcing an operator down the path of our own DRM, we give them access to all of the industry-std DRMs and let them pick the appropriate DRM for the appropriate platform As we move in to a multi-DRM world …. we can meet all of their needs.”

Frankland was speaking to Beet.TV during IBC in Amsterdam, where Irdeto announced the latest upgrades to its Irdeto Multiscreen suite, software that can power paid VOD services for broadcasters and other TV operators.

“Wherever we looked in the marketplace, we were seeing consistently there was lack of an end-to-end solution, operators were being forced down a particular path,” Frankland adds.

As video audiences boom, the market for video tech vendor services to content clients is also growing. This week at IBC, Brightcove announced its Zencoder transcoding suite was being used by live video outfit EVS to bring video to EVS clients’ second-screen apps.