From VoD to Linear TV


Nikos Kyriopoulos TV-Bay Magazine
Read ezine online
by Nikos Kyriopopoulos
Issue 100 - April 2015

Content owners, broadcasters, and operators worldwide typically provide a sizable library of VoD content and a limited offering of live/linear programming. This unbalanced ratio between VoD and linear TV offerings is historically shaped by two factors:

- The cost associated with linear TV production, a big part of which is attributed to the broadcast medium (spectrum, satellite, cable, etc.).

- The abundance of VoD content across a wide range of genres, languages and chronologies.
On the other hand, Live streams are watched more than 10 times longer than VoD ones (Ooyala, Global Video Index Q3-2014), and in general, linear TV (subscription-based or ad-supported) delivers substantially higher returns than VoD (pay-per-view or subscription-based) does.

THE CHALLENGE:

How can operators take advantage of the higher returns linear TV delivers without its inherited production costs?

How can operators further monetize their extensive (and often unique) VoD content without cannibalizing their pay-per-view or subscription-based audience?

THE PROVEN SOLUTION:

By leveraging the footprint of their VoD library, operators now produce theme-based linear TV channels and make them available as OTT services across multiple screens, hence bypassing the prohibitive costs associated with the production and broadcast of live programs. Further, on-the-fly transcoding of VoD content to linear OTT streams minimizes storage costs and enhances programming flexibility (dynamic overlays, content splicing, etc).

For example:

- A football-themed channel with highlight reels and complimentary footage, generating buzz for the upcoming matches.
- A series-specific channel that recycles episodes from the previous session, revitalizing interest and engaging new viewers.
- An ethnic-oriented channel that utilizes unique and/or historical content from a national or regional VoD library, strengthening ties across nations or bridging language barriers.
- A music-genre channel that promotes the top 100 most popular music clips of the month, encouraging audience engagement and multiscreen interactivity.

With this solution, operators:

- Dramatically augment their linear TV line-up and expand their pool of subscribers.

- Reach across multiple screens and diverse geographies with minimal capital expenditure using OTT delivery. Effectively, OTT delivery opens up access to a wider range of screens and essentially liberates the operator from the narrow confinement of the living room locale and the traditional primetime window.

- Generate significantly greater interest in advertising because of the self-segmented audience they attract on each theme-based channel.

Operators throughout the world are beginning to take advantage of this concept and seek ways to effectively deploy and update theme-based channels. Recently, Vevo launched VevoTV, a linear-based offering that utilizes Vevos vast library of music clips in a lean-back form factor. VevoTV essentially provides an alternative/parallel monetization path through 24x7 linear programming on every consumer screen.

The Discovery Channel, Food Network and National Geographic Channel are some of the best examples of the monetization potential that playlist-based lean-back programming delivers. This combined with VevoTVs use of OTT delivery medium, unified multi-screen reach and personalized ad-insertion guarantee a win-win relationship across the entire delivery chain, from the content owner to the operator and down to the consumer/viewer.

Finally, metadata communicated from the CMS all the way downstream to the consumer device enable substantial new revenue streams through interactive add-on services (e.g. buy a ticket for the next football match or concert, purchase a song or album, make a reservation to a local ethnic restaurant, etc.).

IN PRACTICE:

In order for this initiative to succeed, the following parameters need to be satisfied:

- Cost-effective deployment and maintenance of theme-based channels.
- Automated and reliable content refresh.
- Minimal reliance on multiple components (i.e., compact and robust implementation).
- Ability to secure, deliver and monetize the content across multiple screens, devices and networks.

Media Excel has pioneered this strategy and contributed substantially to the success of such initiatives for operators worldwide. The HERO Encoder/Transcoder solution natively delivers support for:

- Virtual Playout, which allows for dynamic playlists to be ingested as linear feeds, integrating directly with CMSs for seamless content acquisition and refresh. Metadata are also ingested and transcoded in-line with the media assets to enable content specific user interaction. Also, live content can be sliced into the playout schedule to further underscore the identity and value of the new program.

- Multiscreen encoding, which Produces adaptive variants for every screen, network and device.

- Content encryption, which satisfies diverse content delivery restrictions across multiple workflows and DRM/CA platforms.

- Ad signaling/insertion, which Enables dynamic insertion of SCTE-35 markers across diverse adaptive delivery workflows and ad services. Additionally, the adaptive delivery outputs are conditioned for on-the-fly ad replacement and personalization.


Tags: iss100 | media excel | delivery network | vod | linear tv | video streams | revenue | Nikos Kyriopoulos
Contributing Author Nikos Kyriopoulos

Read this article in the tv-bay digital magazine
Article Copyright tv-bay limited. All trademarks recognised.
Reproduction of the content strictly prohibited without written consent.

Related Interviews
  • Teracue IQ Grid and Media Excel shown at BVE 2018

    Teracue IQ Grid and Media Excel shown at BVE 2018

  • Garland at BVE 2017

    Garland at BVE 2017

  • Live Streaming Solution from Verizon at NAB 2017

    Live Streaming Solution from Verizon at NAB 2017

  • EBS at IBC 2015

    EBS at IBC 2015

  • TMD talk asset management solutions on BroadcastShow LIVE at IBC 2013

    TMD talk asset management solutions on BroadcastShow LIVE at IBC 2013


Related Shows
  • Show 8 - BroadcastShow Christmas Special

    Show 8 - BroadcastShow Christmas Special


Articles
An Epiphany Moment
Peter Savage 2 I had been negotiating the sale of my company and had reached the really hard end of the bargain. We were close to agreeing the final sum after a lot of too-much-give-and-not-enough-take negotiation. The solicitors were calling me, keen for a deal. It had come down to one sticking point and, in my hard ball “I am the Wolf of Wall Street” guise, I wasn’t going to let it go. It would make a value difference of 1.5% on the total outcome. Not much, you might think, but I had already nearly fallen out with the solicitors over their fees and I was giving my advisors an extremely hard time because the corporate adviser couldn’t see how I had already given more than an inch and the buyers were taking more than a mile. I was not going to let them win.
Tags: iss134 | azule | finance | Peter Savage 2
Contributing Author Peter Savage 2 Click to read or download PDF
Using Wireless Transmission
Jeremy Benning Wireless acquisition is a staple of live sports, entertainment and reality shows where cable free capture permits shots not previously possible, for health and safety reasons, and gives the camera-operator greater artistic licence to roam. The same is increasingly true of narrative drama where cinematographers are keen to work handheld or Steadicam where that helps tell the story. Any equipment which frees their movement and time by being lighter, easier to use and reliable in performance is going to tick a lot of boxes.
Tags: iss134 | wireless | 4k | transmission | Jeremy Benning
Contributing Author Jeremy Benning Click to read or download PDF
Shedding Light on the Blackmagic Pocket Cinema Camera 4k BMCPP4K
Garth de Bruno Austin “What is it about light that has us craving it?” Is the question asked in the opening seconds of Garth de Bruno Austin’s latest short, The Colour of Light. Exploring this natural, human need as well as our innate desire to control it, Garth’s film showcases everyday people going about their lives in differing degrees of luminance, whether that be an artificial streetlight or a natural morning sunrise.
Tags: iss134 | blackmagic | cinema camera | 4k | cpp4k | Garth de Bruno Austin
Contributing Author Garth de Bruno Austin Click to read or download PDF
The brave new world of software based production
Boromy Ung In today’s rapidly evolving broadcast industry, the only constant media organizations can truly count on is change — and the need to adapt as rapidly and cost-effectively as possible. One of the biggest agents of change is the IP revolution, driving broadcasters to migrate their operations to all-software solutions running on commodity, IT-based technologies.
Tags: iss134 | chyronhego | graphics | sports | ott | Boromy Ung
Contributing Author Boromy Ung Click to read or download PDF
Sony HDC-4800 Review
Andy McKenzie First announced at NAB 2016, the Sony HDC-4800 is a studio camera system capable of shooting 4K/UHD at up to 8x or full HD at up to 16x. With a price point upwards of £250,000 it is a very high-end product with a wide feature set. In Sony's own words, "This is the future of live production, designed to satisfy the storytelling aspect of modern sports production.” Deliveries began in mid 2017 and, after careful preliminary evaluation, we invested in several systems for our hire fleet ahead of the FIFA World Cup in Russia.
Tags: iss134 | review | hdc-4800 | sony | finepoint | Andy McKenzie
Contributing Author Andy McKenzie Click to read or download PDF