When you do decide to adopt a unified broadcast workflow, there is a lot to think about – because there is a lot more you can do.
In the post-pandemic world, global media companies have shown increased willingness to make decisions about their wider infrastructure that they have been putting off until now. The obvious one being about migrating to the cloud. The global lockdowns and the forced remote operations were definite catalysts. However, the opportunities that new streaming TV and OTT platforms offer to monetize content are also forcing broadcasters to relook at their traditional strategies and business models.
Broadcasters can seek inspiration from local, second tier and niche content companies that have benefited from the new star in the streaming TV space - Free Ad Supported TV (FAST) that has levelled the playing field in discoverability.
FAST platforms are enabling content owners to reach out to a new and bigger audience base while also raking in higher ad revenues. The big networks including NBCUniversal, Comcast, ViacomCBS and Fox have jumped into the fray with their respective FAST services – Peacock, Xumo, Pluto TV and Tubi to cash in on the comeback of linear TV. Linear channels featuring content from docuseries, news, sports and music to kids shows, weather and related events, and movies are making their way to the free ad supported universe.
Another dominating trend is more and more connected TV manufacturers and mobile manufacturers such as Apple, Roku, Samsung, Vizio, LG Electronics, TCL, Philips and Xiaomi building their own FAST or aggregation offerings across the globe.
We can certainly say that we are now operating in a super content aggregation world!
Need of the hour: A multi-pronged strategy
In this new landscape, traditional TV networks starting their digital content journey can benefit from a multi-pronged strategy. Along with their traditional cable and satellite, linear and VOD offerings, they need to start leveraging these third-party aggregators. AVOD, SVOD and even social media offerings all need to be employed in a well-rounded portfolio of content distribution.
Until recently, companies have been organized according to the structure of traditional TV networks. While the broadcast business is run by a CTO or VP of engineering and operations, a digital department takes care of the new digital streams. But as digital and OTT become a larger part of the business, it can longer be relegated to a corner as an add-on.
As the roles of Chief Digital Officer (CDO) and CTO begin to blur, broadcasters that hope to compete in the new digital landscape are presented with a choice. They can merge their teams via a single unified platform, or they can let digital take the driver’s seat. Recent proponents of the latter include Disney, which has been discontinuing some of its traditional linear channels in favor of its Disney+ service.
As we speak to more and more customers and industry leaders, it looks more like an inevitable trend to have one single organizational structure and infrastructure to address both these sides.
Tap into many opportunities with one workflow
Suddenly, you can spin up 100 channels out of your content library that can address just about any interest area you can think of. We’ve seen many customers creating linear channels on a single theme. This new cloud-based model allows special interests such as niche sports to find an audience that may not be big on a local level, but globally can add up to considerable numbers.
As content owners start seeing OTT become more and more valuable, they are starting to slice and dice their rights and sell individual device level rights. So, to keep a handle all of that, centralized content rights management is becoming critical.
Making the transition to cloud-based workflows
Transitioning to cloud can devolve into a turf war between departments about who is going to own it. So, the mandate has to be top down, with clear organization-level directive for a digital transformation of the entire company.
This speed and flexibility is illustrated in the new infrastructure a high-profile Amagi customer is using to make its live, linear programming instantly available on-demand. The content becomes available not just after the event is over, but is available in segments as the live program is still playing out.
Traditionally, with separate workflows, the time from when the live event is over to when it becomes available for VOD might be eight hours. With our solution, after 30 minutes of a one-hour show, the first 15 minutes of content is already available on-demand for pickup users to watch. We can do that, because now we have the live event recording, transcoding and delivery all in a unified platform.
If you are looking to leverage unified cloud-based workflows for content creation, distribution and monetization across broadcast and streaming TV platforms, reach out to us at firstname.lastname@example.org