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live linear streaming channel
to reach multiple screens
by Jennifer Baisch
The market for live and
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
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