Broadcast Technology Update

7/28/2019 Broadcast Technology Update

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Content Anywhere, Anytime Needs to be Monetized, Saved

This is the show! If you don't like it, go to the one in Staten Island! Rocky Horror Announcer,

Fame, MGM (1980)

Today, were overwhelmed with news, information and entertainment options.

Whether youre at home or away, broadcasters are all vying for your attention, your time, your money

Thats the evolutionary shift the NAB (National Association of Broadcasters) show participants andattendees struggle with these days.

It isnt easy to move into new, uncharted areas.

It used to be it was big studios, big iron, and big cigars.

Now, its less about being vertically integrated than knowing how to loosely, flexibly integrate and

leverage resources.

Companies like Dalet, Harmonics and Accenture showed off some great production solutions; but we

were more intrigued with their emphasis on how they could help content owners/deliverers protect,

repurpose, recycle and monetize the assets.


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Produce, Monetize The most active booths at NAB were those that offered complete solutions built

around their core technologies. Solutions that could economically slash production time/costs and

enable content providers to provide you with what you want, on the device you prefer first. Source

Harmonic

Growing Cast

Thats the focus for the majors CNN, ABC, NBC, BBC, TBS, Warner, Disney and bollywood all of

which continually produce Petabytes of rich content assets they want to leverage to the Nth degree.We were surprised at first to see a big presence of non-traditional broadcasters Lowes, Safeway, Target,

Home Depot, McDonalds, Starbucks and Pizza Hut just as intent on finding ways to improve their

connection with consumers.

Think about it (which we didnt before NAB), they have the same problems, networks, stations the indies

have. They have to not only produce attention-holding content, they have to also slice, dice and deliver

professional-looking content to the store, on the Web, direct to your device.


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The new Media Asset Management (MAM) software and systems along with the big data details on

your web/personal device history enable content producers and deliverers to elegantly provide just the

right news/entertainment. Its spellbinding to see.

Automate, Deliver MAM (Media Asset Management) software, such as that from Dalet, enables content

producers to repurpose content to meet the wants/needs of consumers, regardless of the device they use

for viewing entertainment. In addition, content management and distributors can increasingly show the

viewer ads that are tailored to their interests by mining big data. Source Dalet

The automation gives users the content they want on the TV, iPhone/smartphone, iPad, PC, the fridge/

toaster and whatever comes next. It also delivers the appropriate ads for that time, that device.

Of course, there are hurdles to overcome, asMontgomery McNeil noted, A pie in the face comes with the

job. That's what my mom says; she should know.

While a recent Pew Research study reported that consumers dont like targeted, personalized ads, we feel

theyre better than the ads you see on TV that are based on some generalized demographics.
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And, that arbitrary content does give us time to do a few things while the ads play.

Were all pretty much creatures of habit. We:

- get coffee and a bagel at the same place at about the same time every day

- take the same route to work

- watch the same stuff on our device

- exercise at about the same time, same place every day

- shop at the same stores

- eat at the same restaurants, drive-throughs, pick-ups

All of that information and more - can be mined from big data so content is delivered in the right format,

just the way you like it, when you want it.

Viewing Shift Broadcasters, content producers/providers are moving rapidly to meet the growing and

widely dispersed video entertainment demands of todays consumers. A one-tune solution no longer

satisfies the constantly tuned in/tuned on consumer. Source Accenture

And they can deliver that content profitably by surrounding that content with ads that will increasingly be

less intrusive because youve told them (with your actions, usage) the types of ads that are of most interest

to you.

O.K., it isnt foolproof yet.

There are hurdles that have to be overcome such as what ads you really want to see, how often you are

willing to view them, how many and the length of the ads youre willing to view.

They want to approach that fine line where youre a little irritated at the ads but not enough to move

away.


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Source YouGov, Upstream

Tightrope Act The news/entertainment industry is focusing a lot of attention today on delivering just

the right content/ad mix because you dont just get up to go to the bathroom when the material is on your

mobile device; you switch channels and sometimes never return. Source YouGov, UpstreamGive em some slack its a work in progress.

Leveraging Content

After all, one of their biggest challenges is how to make a buck for getting you the news, information,

entertainment you so urgently want.


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New Pricing Models Behind the scenes, the industry is struggling to find a pricing model everyone can

live with because mobile devices dont produce the numbers, the results the industry was comfortable with

in the old CPM, TV set days. Source -Break Media

Its a whole new tough, touchy/feely world or as Doris said, I must remember this feeling and use it in

my acting!

The heart and soul of NAB isnt about you; its about leveraging content for the maximum ROI (return on

investment).

The integration leaders like Harmonic and Dalet deliver focal point solutions to large producers, content

distribution/delivery people. Instead, studios form mini-corporations for each film or series they produceand these entities hire all the freelancers on a contract basis and rent everything they will need.

Because the freelance teams who produce shows, series, and pictures are usually widely dispersed, the

cloud has proven to be a fast, flexible and reliable means of economically delivering projects for you to

enjoy.


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Cloud Production With production and post-production teams spread across the country, around the

globe, content consignment folks can see the value of working in the cloud. People can come together

from the four corners of the globe, work on a project and, move on to new activities, saving everyone time

and money. Source Harmonic

While everyone touted their cloud solution, the DCIA (Distributed Computing Industry Association) only

had a small pavilion on the floor but offered a good series of conference sessions to help NAB attendees

get their head around how to make the most of the cloud.

It made sense for production, repurposing content and delivery to your device.

And the broadcasters keep saying what Lisa said, I'm working on it.

The scalable solution is great for a lot of the industrys storage needs when rapid deployment, storage near

the access points and instant delivery are vital.

But there are a lot of reasons the cloud is still not the solution to all of the industrys needs.


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Cloudy Answers Perhaps the major issue the cloud industry has to overcome is internal

communications, education. Cloud or virtual computing/production has been around for years; but cloudstorage without firm responsibility of repositories still leaves people with a sour taste in their mouths.

Source Wikipedia.org

We asked every provider at NAB two key questions:

- Where exactly is my content stored?

- How do you preserve my content?

The answers were innocently simple:

- Its right there in our cloud protected, preserved, safe, and ready for immediate use.

- Its archived in the cloud.

Clouds Everywhere But

On our flights to Atlanta, Chicago, Dallas and home, we looked for all of the content folks said they were

storing, protecting. We didnt see a single cartoon, show or movie along the way.

The cloud provides storage services/facilities in one or more locations; and if its like TaTas 15-plus

storage facilities around the globe, theyre connected by really big, redundant data pipes.

Archiving at least to broadcast/content folks - means different things to different people:

- capture content and immediately archive to preserve it

- edit, post produce a project, get it to distribution and archive the finished product in stages online,

nearline, deep archive, true archive, off-site

None of the archiving of valuable content sat in the cloud or as Miss Berg said, Less lip, Monroe, more

sweat!One organization archived over 5TB of content every day, saving everythingincluding the pigs squeal.

Another firm told us that a typical movie produces more than 250TB of digital files and they keep every

bit, byte just in case.

Instead of entrusting the family jewels to somewhere in the cloud, the organizations use two approaches:

- In-house HD, tape migration archiving saving to a ton of HDs for 3-5 years or until it loses its

value or tape storage for 5-7 years and refreshing to new/improved tape for another 5-7 years


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- Off-site (usually a duplicate) storage in the side of a mountain

The first approach sorta, kinda works a lot like government programs solving the problem today and

kicking the can down the road. Its for meeting short-term needs and developing a long-term, forever

archiving answer later.

Tape will be around for a long, long time because its cheap, migratable.

For true, store it/retrieve it someday, a better solution can be produced using more creative approaches

to Blu-ray based systems that ensure the content cannot be erased or altered and can be moved to higher-

capacity disc packs in 30-50 years.

The key to its adoption will be much faster read performance, backward compatibility, a capacity increase

roadmap, minimum of over-hype such as that we see for the Alpha/Omega cloud storage answer.

Archiving isnt about sudden fameits about being able to preserve content, entertainment for

generations to come.

Face it, archiving is about as glamorous as Doris Finsecker described herself, I'm about as flamboyant as

a bagel.

Practice, Practice Tellywood is working hard to produce the content you want today when you want

it, where you want it, how you want it. Of course, they also want a way to store their stuff so your great

grandkids can pay to see what was so great about the good ol days. Image Source - MGM

For content owners its not the flamboyance or the fameits the money!!!

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Broadcast Technology Update