Smarter Branding


James Gilbert TV-Bay Magazine
Read ezine online

The past decade of multi-channel digital broadcasting has created a paradox. The addition of OTT, VoD and other online services only serves to add to it.

On the one hand, the more channels there are, the more you need to market yours if it is to win and retain a healthy audience.

On the other hand, the more channels there are, the more the total revenues have to be sliced, and thus all budgets (including marketing) for individual channels must be reduced.

In simple terms, each channel needs to create more branding, promotions and trailers which is an expensive and challenging manual process. I am sure we all have secret favourite channels, in the higher numbers of the EPG, which we would watch more often if only they did not show exactly the same set of trailers and channel promos in every single break.

The solution is obvious: reduce the cost of each promo, so you can create more variety. While you are doing this, make multiple versions of each promo, so you can trail a programme as coming soon, next week, on Friday, tomorrow, tonight, and coming next. And ensure that you show the right version at the right time.

Designing an engaging and attractive trailer calls for the skills and experience of a good editor. Having found the good editor, you want to keep them by letting them focus on their talent, the creative side of their job, where they can really contribute. Allowing them half a day to make something really great then asking them to spend the rest of the week versioning it is not the way to motivate nor is it the way to maximize the use of their creative talent.

Pixel Power solved this issue several years ago. It was the result of a project carried out for BBC World and which is still being used in multiple guises.

This international service is played out from the UK and retransmitted by broadcast services around the world. The BBC is not funded through advertising, but some of the re-broadcasts are, so there was a requirement to leave commercial breaks at programme junctions. For those broadcasters who did not want to sell advertising on BBC World, the delivery stream had to fill the programme junctions with the usual branding material - promos, trailers and other relevant interstitials.

The BBC asked Pixel Power to investigate if there was a way to automate the creation of content for these programme junctions. We developed a solution that allows channel managers to set up a series of rules and design the core templates, then leave the intelligence in the automation to build menus, run-downs, secondary events and even video promos in context.

The system has access to the current and future schedule, so it knows how long it needs to make the interstitials, and what programmes surround the junction. It makes the trails that it creates relevant to the specific moment and, indeed, ensures it avoids embarrassing conjunctions: it ensures that a programme on the environment is not followed by a trailer for a repeat of Top Gear, for example.

It also talks to external sources, for instance to get weather forecasts, stock market prices and news headlines. It makes each programme junction unique, engaging and relevant, and once the rules are set up and the basic designs defined, it is entirely automatic.

Today it forms the basis of two products. PromoteTM is the live branding and promotion platform, and FactoryTM provides a means of creating in advance multiple versions of trailers and promotions within a file-based environment.

Factory tackles the issue of keeping editors enthused. Their creative skills are still vital to build campaigns and templates, but the boring repetitive manual work of building multiple versions is now, thankfully, fully automated.

MBC in the Middle East is a big user of Factory. They estimate the saving is 40 hours a month in editing suite time per channel, while achieving a 50% reduction in the delivery time for promos. Simply give them templates and work orders and these systems will create new content with little or no manual intervention.

One of the key applications for versioning is to promote across streaming and catch-up as well as traditional broadcast outputs. Factory can also be used to prepare the content for VoD. Again by following rules and templates, it can stitch the content together, change the branding to the online identity, and deliver the revised assets to the content delivery network ready to go.

Products like Promote and Factory evolved out of the software-defined, computer-to-computer era. They depend upon pulling content and information from servers and systems, using pre-defined rules and advanced intelligence to create precisely the right content for the moment and the context. It is the smart solution to positive, engaging and dynamic branding delivered efficiently across all your channels. No more channel hopping due to boring interstitials!


Tags: iss121 | branding | graphics | pixel power | James Gilbert
Contributing Author James Gilbert

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
  • Pixel Power at NAB 2013

    Pixel Power at NAB 2013

  • ChyronHego Channel Box Prime at IBC 2015

    ChyronHego Channel Box Prime at IBC 2015

  • Miranda on BroadcastShow LIVE at IBC 2013

    Miranda on BroadcastShow LIVE at IBC 2013

  • ChyronHego Paint at IBC 2013

    ChyronHego Paint at IBC 2013

  • ChyronHego Virtual Placement at IBC 2013

    ChyronHego Virtual Placement at IBC 2013

  • Metacast Weather Graphics from ChyronHego at NAB 2017

    Metacast Weather Graphics from ChyronHego at NAB 2017

  • Stardom product range - Polar Graphics at NAB 2016

    Stardom product range - Polar Graphics at NAB 2016

  • Matrox Graphics at IBC 2012 Part Three

    Matrox Graphics at IBC 2012 Part Three

  • Matrox Graphics at IBC 2012 Part Two

    Matrox Graphics at IBC 2012 Part Two

  • Matrox Graphics at IBC 2012 Part One

    Matrox Graphics at IBC 2012 Part One

  • Pixel Power at NAB 2014

    Pixel Power at NAB 2014

  • Pixel Power at IBC 2013

    Pixel Power at IBC 2013

  • Pixel Power at NAB 2012

    Pixel Power at NAB 2012

  • Paint from ChyronHego at NAB 2018

    Paint from ChyronHego at NAB 2018

  • LiveCG Broadcast and LiveMedia Server from 3D Storm at BVE 2018

    LiveCG Broadcast and LiveMedia Server from 3D Storm at BVE 2018

  • Virtual 1st from ChyronHego at NAB 2017

    Virtual 1st from ChyronHego at NAB 2017

  • 3D Storm at IBC 2015

    3D Storm at IBC 2015

  • Brainstorm Multimedia at IBC 2015

    Brainstorm Multimedia at IBC 2015

  • ChyronHego Lyric64 at IBC 2015

    ChyronHego Lyric64 at IBC 2015

  • ChyronHego Metacast at IBC 2014

    ChyronHego Metacast at IBC 2014

  • ChyronHego Lyric PRO at IBC 2014

    ChyronHego Lyric PRO at IBC 2014

  • ChyronHego PowerClips at NAB 2014

    ChyronHego PowerClips at NAB 2014

  • ChyronHego at NAB 2014

    ChyronHego at NAB 2014

  • Ross Video at BVE 2014

    Ross Video at BVE 2014

  • ChyronHego on BroadcastShow LIVE at IBC 2013

    ChyronHego on BroadcastShow LIVE at IBC 2013

  • Brainstorm on BroadcastShow LIVE at IBC 2013

    Brainstorm on BroadcastShow LIVE at IBC 2013

  • Brainstorm with Aston demonstration at IBC 2013

    Brainstorm with Aston demonstration at IBC 2013

  • Brainstorm at IBC 2013

    Brainstorm at IBC 2013

  • Softron Media at IBC 2013

    Softron Media at IBC 2013

  • Matrox Maevex at IBC 2013

    Matrox Maevex at IBC 2013

  • Matrox Avio at IBC 2013

    Matrox Avio at IBC 2013

  • Brainstorm Multimedia: Aston3D at NAB 2013

    Brainstorm Multimedia: Aston3D at NAB 2013

  • Dalet at NAB 2013

    Dalet at NAB 2013

  • Brainstorm at NAB 2012

    Brainstorm at NAB 2012

  • Chyron at NAB 2012

    Chyron at NAB 2012

  • Orad at NAB 2012

    Orad at NAB 2012

  • VIZRT at BVE 2012

    VIZRT at BVE 2012

  • Chyron at BVE 2012

    Chyron at BVE 2012

  • PlayBox Technology at BVE North 2011

    PlayBox Technology at BVE North 2011

  • Elemental Technologies at IBC2011

    Elemental Technologies at IBC2011

  • Brainstorm at IBC2011

    Brainstorm at IBC2011

  • Avid at IBC2011

    Avid at IBC2011

  • Chyron at IBC2011

    Chyron at IBC2011

  • Pixel Power Buzz at IBC 2014

    Pixel Power Buzz at IBC 2014

  • Pixel Power on BroadcastShow LIVE at IBC 2013

    Pixel Power on BroadcastShow LIVE at IBC 2013

  • Pixel Power at IBC2011

    Pixel Power at IBC2011

  • TMD at IBC2011

    TMD at IBC2011


Related Shows
  • Pixel Power LIVE at BVE 2016

    Pixel Power LIVE at BVE 2016


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
An Obituary to Timecode
Bruce Devlin - new A stoic and persistent character that stubbornly refused to change with the times, Timecode has finally passed on, but no-one has noticed. A long-lasting industry veteran, Timecode was brought into this world at an uncertain date in the late 1960s due to the needs of analogue tape workflows and the demand for synchronisation between audio and video devices. A joint activity between SMPTE and the EBU led to the work on Time and Control codes starting its journey to standardisation in the early 1970s.
Tags: iss134 | timecode | smpte | ebu | edit | Bruce Devlin - new
Contributing Author Bruce Devlin - new Click to read
The Wireless Way to 4k
JP Delport DTC’s AEON group of products have been specifically designed for the 4K market. We encode with the more efficient HEVC algorithm, which means we are taking a 12G signal and compressing it to a bitrate that can be managed over an RF link. So what makes this a leading idea in the 4K revolution?
Tags: iss134 | wireless | 4k | transmission | JP Delport
Contributing Author JP Delport Click to read or download PDF
GoPro HERO 7 Review
Tim Bearder When I heard I was filming a nature restoration project in the pouring rain this week I was excited. WHY? No Cameraman enjoys the rain, surely but this time I was enthusiastic because I knew this would be the perfect opportunity to try out the brand new GoPro Hero 7 Black Edition.
Tags: iss134 | gopro | hero 7 | review | liberal media | Tim Bearder
Contributing Author Tim Bearder 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