UK broadcaster ITV has upped its reliance on AWS Elemental to improve the infamously poor quality of its ad-supported ITV Player streaming service – a compliment the cloud encoding expert will be getting pretty used to. ITV has forked out to deploy the AWS Elemental Live software in its two playout centers, encoding ITV’s services into multicast streams for multiple connected devices, before being sent to ITV’s content delivery network (CDN) – for which we believe ITV uses a combination of CDN technologies from Akamai, AWS Cloudfront, and Varnish Software. It is unusual for a company to come out and slam its own streaming service, but ITV has done exactly that in a refreshing display of the huge challenges in…