Maximizing content with cloud, virtualization and AI

As more and more consumers rely on viewing content on mobile devices, cut the cord in favor of skinny bundle packages, and turn to subscription services and targeted sports content packages, advertisers are following suit. Digital ad spending outpaced traditional broadcast spending for the first time, putting economic pressure on broadcasters who rely heavily on ad revenue, and cable service providers who rely on subscription revenue. This tectonic shift in content creation and consumption has created unique operational and economic challenges, but it has also created a tremendous opportunity. Creating a connection with a consumer through OTT video services is critical. Media companies must deliver compelling content that engages audiences, and monetize that content to capitalize on the shifting ad spend while maintaining legacy business models. This is what broadcasters, cable and service providers, and even new media companies (Amazon, Netflix, etc.) are all grappling with. — Operationally, organizations are looking to the cloud to streamline costs and operations, which includes implementing virtualized environments and adopting IP-based infrastructures using commercial off-the-shelf (COTS) hardware and on-demand services. Broadcasters are adopting IP contribution and distribution technologies, and using bonded cellular and open source and proprietary protocols for protected content delivery over common internet lines to expand their ability to cover more with fewer resources reliably. Economically, media companies are offering PPV, subscription-based, and ad-sponsored delivery options, and starting to use AI to maximize digital ad spend while also delivering a more personalized experience. — To maximize the opportunity, organizations are building infrastructures that will allow them to control the experience down to the viewer consuming the content at the client side. This can be a very complex delivery challenge with hurdles that include content rights management and protection, error correction to manage jitter and packet loss, and monetizing that content to maximize its value as an asset.

Published

2018-10

Content type

Original Research

Keywords

IP, Contribution, Virtualization, Cloud, Multi-platform, cloud playout, Distribution, live, Multi-Cloud, Microservices, Transcoding, Automation, File, Consumer, OTT, OTA, AI

DOI

10.5594/M001815

ISBN

978-1-61482-960-7