Welcome to The Addition, where I cover the crossover between media, culture and tech. Euro 2024 has been a fantastic tournament so far, with coverage across the BBC and ITV in the UK. Competition for football rights has always been fierce between the two. Indeed, back in the day, it curtailed what could have been a groundbreaking digital rights management (DRM) free video strategy at the BBC. Then director general Sir Mark Thompson was set to be presented with a "vodcast" strategy by some at...