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Building a live linear streaming channel to reach multiple screens by Jennifer Baisch The market for live and on-demand streaming video has exploded in recent years thanks in part to broadband connections and the proliferation of connected devices. A recent survey by The Diffusion Group showed that some 50 percent of online video viewers watch some form of streaming live video at least once a month, and 64 percent said comprehensive, multiscreen access to live TV programming is highly valuable. In anticipation of this trend, iStreamPlanet designed and built a seamless live streaming workflow, Aventus, that gives content distributors a single, end-to-end process for delivering live linear content. It’s a solution that’s leading the industry into multiscreen, live linear broadcast. Still, reaching multiple screens with live broadcast (and its associated technology) raises plenty of questions, particularly for smaller broadcasters who might be wondering whether and how to make the leap into offering a streaming live linear channel. Here Jennifer Baisch, Senior Director, Product and Services Marketing at iStreamPlanet, addresses some of those questions. Why should I consider multiscreen live linear broadcast? It’s clear that consumer demand for more video content on connected devices, especially tablets, is only going to keep growing. According to the study by The Diffusion Group, access to live, broadcast content on all connected devices is something viewers definitely want. Offering multiscreen access not only gives you the opportunity to increase viewer value and perceptions of your station or service, but to increase revenue as well. Live streaming content is highly valuable for creating a digital advertising platform to complement traditional broadcast advertising. Furthermore, the 2012 Global Video Index from Ooyala, whose video analytics platform tracks viewer engagement across all types of devices around the world, says viewers engage more deeply with live content than on-demand content. That engagement creates more value for advertisers and more monetization opportunities for broadcasters. There’s also the opportunity for local broadcasters to insert local advertising to monetize those streams. For content distributors, such as pay TV operators or over-the-top (OTT) content providers, there is the potential to add the value of the additional service to their subscriptions. Of those surveyed, at least half were, to varying degrees, willing to subscribe to a live/ live linear TV service that fed all of their connected devices — a move that could lead to millions of dollars per year in new revenue for distributors that offer such a service. Online and OTT video is moving out of the realm of early adoption into mass-market behavior, so the ability to expand your digital media footprint rapidly means bigger audiences and more revenue opportunities. How do I plan for broadcasting live linear content to multiple devices? Now is the time to be working out a multiscreen broadcast strategy no matter what size broadcaster you are. If you’re not already planning for it, you risk losing your viewers. For smaller broadcasters, planning is even more crucial. Your first consideration should be the content, which will likely come from a combination of your own local productions, affiliates, and wherever else you have digital rights. Figure out what content you own or produce locally, and then build on it over time Just to be clear, what is multiscreen live linear TV? What about TV Everywhere? TV Everywhere refers to pay TV operators providing their video distribution service to any screen . Multiscreen live linear is the same idea, but the term includes not only traditional pay TV providers, but could also include traditional national broadcasters, local broadcasters, and emerging broadcasters that want to offer multiscreen access to their live programming. It’s basically the way you watch TV but on any connected device. 64 | TV-BAY MAGAZINE TV-BAY076APR13.indd 64 26/03/2013 16:48