The Evolution of Cloud


Micky Edwards TV-Bay Magazine
Read ezine online
with Micky Edwards
Issue 108 - Decmeber 2015

Television was originally created to be a mass communication platform. Yet, over the last few years, it is becoming increasingly hyperlocal. There are several reasons the television industry is transitioning from a broadcast to narrowcast schematic. One is monetization. According to Borrell Associates, local advertising is a $115 billion market, and estimates show that digital spending in 2015 will account for 42 percent of all advertising within the local space. Thats a lot of revenue that broadcasters limited to a single geographic region could potentially miss out on.

In addition, the trend towards hyperlocalization enables broadcasters to offer targeted content and advertisements, especially with the growing demand for a multiscreen TV experience - from TV sets to PCs, smartphones, and tablets. In its Global Entertainment and Media Outlook for 2013-17 research report, PriceWaterhouseCoopers (PwC) has predicted that the growth in the OTT market is likely to touch $17.44 billion by 2017 as streaming and Internet-to-TV services become more prevalent. In the same report, PwC highlights that homes will spend increasing amounts on OTT, and purchases and subscriptions made through the TV, amounting to $1.28 billion in 2017. As such, the hyperlocal content and advertising segment will unfold at a rapid pace in the coming months.

Hyperlocalization also allows broadcasters to meet broadcast regulations and content rights requirements that are specific to a particular country. For instance, some countries permit the advertising of alcohol and some do not. TV networks need an easy and affordable way to replace those ads on a common feed.

The challenge is how to distribute hyperlocal TV across multiple platforms in the most efficient and cost-effective means possible. Traditional satellite and fiber-based models are too expensive for hyperlocalization due to high CAPEX costs which, in turn, put pressure on ROI expectations. This article will explain why broadcasters are turning to the cloud to deliver hyperlocal TV, highlighting the specific benefits and applications.

Benefits of Using Cloud for
Hyperlocal TV

Leveraging the cloud, broadcasters can gain increased scalability, streamline the distribution of television content, and dramatically reduce infrastructure expenses. Lets take a look at three specific workflow areas where broadcasters are finding cloud infrastructure to be beneficial for hyperlocal TV.

First and foremost, the cloud is a great way to reduce storage costs. Whenever a broadcaster decides to start delivering hyperlocal playout, they can expect storage costs to rise in parallel with the additional assets theyll be distributing. By storing assets on the cloud, broadcasters do not need to make a large capital investment in data centers or tape archives. They can pay as they grow.

From a playout perspective, a cloud-based infrastructure provides broadcasters with more flexibility when it comes to expanding into noncontiguous geographies. For example, lets say that a broadcaster in the UK wants to cater to audiences in Germany, the Middle East, Australia, and Canada. The TV network would have to build a satellite infrastructure that covers each continent. Given the cost of satellite-based content delivery, thats quite an expensive undertaking. Whats more, a separate satellite feed would be required to expand into each additional market in other geographies in the future. With a cloud-based infrastructure, broadcasters can push their entire content just once, and then start delivering content to regions of their choice in an easy and affordable manner. The regions can be as far apart as Australia, the UK, and Canada. In this case, the broadcaster can even hyperlocalize content specific to each region. Ultimately, a cloud-based playout approach provides opportunity for hyperlocal playout and monetizes content at a reduced cost.

The broadcast community is also starting to use the cloud as a reliable solution for disaster recovery. They can now address feed disruption for any duration in a localized manner. For those who are leveraging satellite or fiber for their primary channel feed, running the secondary and tertiary feeds on the cloud as parallel feeds can dramatically reduce capital expenditures. For disaster recovery, the cloud offers reliability, manageability, and security without compromising on broadcast quality.

Future Outlook for Cloud-Based Delivery

The concept of television is evolving rapidly, as the demand for personalization and targeted content continues to grow, both from a consumption and advertising perspective. The cloud provides broadcasters with a flexible, scalable, and cost-effective way to deliver hyperlocal content and gain insight into a users viewing habits, driving monetization.

As far as the rate of adoption for cloud-based architecture, small and large TV networks acknowledge that the cloud is the future. With an eye to lowering CAPEX and OPEX to manage their current feeds and to support expansion plans, network executives are banking heavily on cloud and next generation playout platforms. Many TV networks have already initiated the transition to cloud-based broadcast to benefit from hyperlocalization advantages. The smaller TV networks are also aggressively adopting cloud technologies to save on capital investment, build efficiencies, and capture audience and advertising share in a competitive marketplace.

In the future, as the television market continues to focus on multiscreen distribution and personalization of content, the majority of broadcasters will transition to a cloud-based architecture for storage, content delivery, and disaster recovery.


Tags: amagi | iss108 | cloud | hyperlocal | Micky Edwards
Contributing Author Micky Edwards

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
  • Remote access-U-CPU enabling hybrid cloud computing from G&D at IBC 2019

    Remote access-U-CPU enabling hybrid cloud computing from G&D at IBC 2019

  • Xytech Mediapulse V9 Cloud platform with new user interface at IBC2019

    Xytech Mediapulse V9 Cloud platform with new user interface at IBC2019

  • The Teracue Application Cloud show at IBC 2018 (German version)

    The Teracue Application Cloud show at IBC 2018 (German version)

  • The Teracue Application Cloud show at IBC 2018

    The Teracue Application Cloud show at IBC 2018

  • Blue Lucy with BLAM3 and their very own cloud at IBC 2018

    Blue Lucy with BLAM3 and their very own cloud at IBC 2018

  • Playbox Cloud Air at IBC 2107

    Playbox Cloud Air at IBC 2107

  • Cloud Media Management with Medway from Marquis Broadcast at IBC 2017

    Cloud Media Management with Medway from Marquis Broadcast at IBC 2017

  • Hybrid Cloud Media Aggregation from Cantemo at NAB 2017

    Hybrid Cloud Media Aggregation from Cantemo at NAB 2017

  • Elemental Technologies cloud innovations at NAB 2016

    Elemental Technologies cloud innovations at NAB 2016

  • FORSCENE Cloud Editing at NAB 2015

    FORSCENE Cloud Editing at NAB 2015

  • ERA - Cloud Services - at BVE 2015

    ERA - Cloud Services - at BVE 2015

  • Aframe Cloud Video at IBC 2013

    Aframe Cloud Video at IBC 2013

  • Haivision: Video Cloud at NAB 2013

    Haivision: Video Cloud at NAB 2013

  • Object Based Storage Solutions from Object Matrix at NAB 2017

    Object Based Storage Solutions from Object Matrix at NAB 2017

  • New CEO and news update from TMD at NAB 2017

    New CEO and news update from TMD at NAB 2017

  • Prime Focus Technologies at IBC 2016

    Prime Focus Technologies at IBC 2016

  • Prime Focus Technologies at NAB 2016

    Prime Focus Technologies at NAB 2016

  • Playbox at IBC 2015

    Playbox at IBC 2015

  • ERA - Adobe Anywhere - at BVE 2015

    ERA - Adobe Anywhere - at BVE 2015

  • Grass Valley at BVE 2015

    Grass Valley at BVE 2015

  • NETIA at BVE 2015

    NETIA at BVE 2015

  • Forscene at IBC 2014

    Forscene at IBC 2014

  • Thomson Video Networks at IBC 2014

    Thomson Video Networks at IBC 2014

  • Comigo at IBC 2014

    Comigo at IBC 2014

  • ChyronHego Metacast at IBC 2014

    ChyronHego Metacast at IBC 2014

  • Elemental Technologies Software-Defined Video at NAB 2014

    Elemental Technologies Software-Defined Video at NAB 2014

  • Elemental Technologies HEVC solutions at NAB 2014

    Elemental Technologies HEVC solutions at NAB 2014

  • Elemental Technologies Multiscreen Solutions at NAB 2014

    Elemental Technologies Multiscreen Solutions at NAB 2014

  • ERA at BVE 2014

    ERA at BVE 2014

  • ERA Avere at BVE 2014

    ERA Avere at BVE 2014

  • Forbidden Technologies FORscene at BVE 2014

    Forbidden Technologies FORscene at BVE 2014

  • Forbidden Technologies FORscene App at BVE 2014

    Forbidden Technologies FORscene App at BVE 2014

  • Haivision on BroadcastShow LIVE at IBC 2013

    Haivision on BroadcastShow LIVE at IBC 2013

  • Front Porch Digital on BroadcastShow LIVE at IBC 2013

    Front Porch Digital on BroadcastShow LIVE at IBC 2013

  • Forbidden Technologies on BroadcastShow LIVE at IBC 2013

    Forbidden Technologies on BroadcastShow LIVE at IBC 2013

  • Cambridge Imaging Systems on BroadcastShow LIVE at IBC 2013

    Cambridge Imaging Systems on BroadcastShow LIVE at IBC 2013

  • Digital Vision on BroadcastShow LIVE at IBC 2013

    Digital Vision on BroadcastShow LIVE at IBC 2013

  • Haivision live encoding HEVC at IBC 2013

    Haivision live encoding HEVC at IBC 2013

  • Tedial at NAB 2013

    Tedial at NAB 2013

  • Haivision at NAB 2012

    Haivision at NAB 2012

  • Chyron at NAB 2012

    Chyron at NAB 2012

  • TSL at BVE 2012

    TSL at BVE 2012


Related Shows
  • KitPlus Daily 30th April 2020

    KitPlus Daily 30th April 2020


Articles
Accurate Ad Tracking with OTT
Tim Armstrong As viewers embrace and transition to OTT, the opportunities and flexibility provided to advertisers are growing fast. However, like all technology shifts, this transition hasn’t come without challenges. Some technology used to monetise video over the years has resulted in a less-than-ideal viewing experience, with disruptive transitions and buffering two of the main issues. The good news is that advances in ad insertion technology mean content providers can now deliver a seamless OTT viewing experience, as well as addressable advertising options. This paves the way for the delivery of high-quality ad viewing while growing the advertiser's ROI.
Tags: iss142 | ott | switch media | vast | ssai | sdk | om sdk | Tim Armstrong
Contributing Author Tim Armstrong Click to read or download PDF
Synced Across Multiple Screens
Christof Haslauer Live TV viewing habits around the world are changing. This is especially true with audiences under 30 who prefer to consume Live TV on their mobile devices rather than on a large screen TV. One of the major reasons for this change is the lack of options for personalisation of content on Linear TV.
Tags: iss142 | ott streaming | rtmp | nativewave | native waves | Christof Haslauer
Contributing Author Christof Haslauer Click to read or download PDF
An Argument for the Z Cam
Jake Ratcliffe Z Cam first dipped their toes into the cinema camera market back at NAB 2018 with the release of the E2 and since then they have proven themselves as one of the go-to camera manufacturers for affordable and unique camera solutions. Their family of cinema cameras has since evolved into a set of 6.
Tags: iss142 | cvp | cvpgroup | micro four thirds | e2c | zcam | full frame 6k | tilta | smallrig | 8sinn | zacuto | rvlvr | Jake Ratcliffe
Contributing Author Jake Ratcliffe Click to read or download PDF
Why Renting is the New Buying
Ed Tischler To rent or to buy? This has long been a topic of debate in the world of property, with people having to choose between spending virtually all of their money up front or giving their money away each month with little chance of seeing a return.
Tags: iss142 | gravity media | ott | renting | Ed Tischler
Contributing Author Ed Tischler Click to read or download PDF
Virtualising your Playout
Alison Pavitt

The buzz around virtualised playout is exponentially growing with increased deployments. But questions remain about the economic, logistical and technical benefits to the end user.

Conversation has shifted and amplified, with the debate around the private/public cloud escalating and new cloud-native solutions entering the market. So, what do you need to consider today if you are thinking about virtualising?

Tags: iss142 | playout | pebble beach | cloud | Alison Pavitt
Contributing Author Alison Pavitt Click to read or download PDF