Against this background, video today is being consumed in increasing numbers of ways and in multiple formats. In addition to video delivery over managed networks, there are more distribution points for both live and file-based content than ever before. Broadcasters see websites as an essential pre-requisite and then there is a proliferation of content aggregation sites, such as Sony Crackle, YouTube and Facebook.

In this environment, the media consumers have tremendous power. They want access to content at any time, in any place and on any platform. However, research indicates that consumers do not have much more incremental time that they can dedicate to watching video. The result is a battle between media providers where the prize is the attention of consumers.

Quality is Key

Any video business needs great content– this cannot be exaggerated. Without appealing content, the entire business model is fatally undermined. However, in addition to this, consumers demand a certain Quality of Experience (QoE) with flawless viewing throughout. If their expectations are not met, they will quickly move on to other channels—perhaps your competitor.

The result is that content creators and aggregators are fighting for eyeballs within a highly fragmented marketplace. The competition requires businesses to maximize the economic return on the content that they are offering. A content provider must be highly agile in the ways they offer their media to consumers. Content must be provided in whatever formats and standards consumers wish in order to achieve the highest financial return for the content the provider has created. Meeting these requirements requires true agility and efficiency in data processing and content preparation and delivery.

The Role of a Trusted Technology Partner

Because of the complexity of delivering media in this complex new video ecosystem, companies will need to find trusted technology partners. Selected partners need to be experienced across a range of tasks required to build the automated media processing systems and workflows required to deliver multiple content streams. A technology partner should be able to deliver a range of high-quality and trusted solutions targeted at the needs of both broadcaster and viewer.

In addition, a technology provider should be able to display a history of success in production and streaming solutions. This experience needs to be based on familiarity and experience in traditional broadcast applications backed up with leading-edge technology and proven results.

For instance, one recent change in this industry’s corporate philosophy is that traditional broadcasters want to consolidate their enterprise operations. Content creators now want to reach viewers through their own channels. Example successes include HBO Go, ESPN App and BBC iPlayer.

Also, service providers who have been focused more exclusively on distribution are now increasingly involved in content creation, preparation and packaging. A company’s selected technology partner should be able to assist content creators to reach the consumer directly while helping service providers build a seamless integration and workflow back into content preparation and packaging.

The bottom line is that facilities and corporations need and want to build seamless workflows to capture, process, prepare and deliver a high QoE that meets and exceeds consumer expectations. Underlying this sea-change in approach is an absolute requirement to do all of this efficiently.

Leveraging the Cloud

A final requirement with this new approach to content management is to harness the potential benefits offered by the cloud. New workflows and solutions should be software based and centered on a fast consumption model to be applied across a range of platforms. The media solutions should be cloud-native, not repurposed big-box solutions that limit creativity and growth. 

Despite the potential benefits of cloud-based operations, not all broadcasters will want to immediately leap into the cloud. This requires media companies to look for a technology partner that can provide guidance on the cloud but one that also understands that many companies may want a transformative journey, one that will operate in hybrid infrastructures for near and mid term. Not every technology partner may have such expertise.

Embracing New Viewer Demands

Because consumer technology and viewer demands change rapidly, any selected technology partner should be capable of supporting whatever new operations and features broadcasters may be required to provide. This partner should have expertise in both cloud and hybrid solutions. A good technology partner will be able to supply a range of flexible solutions that can adapt to meet a wide range of potential new viewer and business requirements.

Successful broadcasters and networks may want to rely on a subset of the many technology companies in this industry, focusing on those best equipped to supply a complete range of solutions. Such an approach can help ensure equipment compatibility, the ability to quickly respond to audience and technological changes, and ensure a profitable future-proof solution.