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
  • 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

  • Be More with Clear from Prime Focus Technologies at NAB 2017

    Be More with Clear from Prime Focus Technologies at NAB 2017

  • 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
  • Den Lennie and Larry Jordan - Cloud Editing BVE 2015

    Den Lennie and Larry Jordan - Cloud Editing BVE 2015


Articles
The World of 12G 4K/UHD Processing
Varun Patel Technology moves fast and when it comes to audio and video broadcasting, there is always room for improvements in audio and video quality and ease of production. One of the main goals of broadcasters and content providers today is to create an immersive experience for the viewers, giving them the feeling of being part of the viewed content. The 4K/UHD buzz has been in the consumer world for some time but what does that actually mean for the content producer?
Tags: iss138 | lynx technik | ott | greenmachine | yellobrik | conversion | Varun Patel
Contributing Author Varun Patel Click to read or download PDF
Industry Ready Broadcasting Students
KitPlus Cardiff Metropolitan University traces its roots back to 1865, when they opened their first school in an old library. Now Cardiff Met is a global, practice-focused and professionally oriented institution, committed to ensure every student fulfills their potential to make outstanding contributions in their future industries.
Tags: iss138 | newtek | live production | cardiff metropolitain | sports broadcasting | tricaster | cardiff devils | KitPlus
Contributing Author KitPlus Click to read or download PDF
Making the Workflow Flow
Bruce Devlin - new The toughest things about being the Standards Vice President (SVP) is that everyone expects standards to be the most important thing. In all the systems that I’ve designed and deployed over the years, I've yet to find any production workflow that is 100% standards based. True, the core technologies may well be standards based, but the overall workflow is made up of many technology pieces from open source code, through de-facto delivery specifications based upon SMPTE or Trade Association Specifications that in turn depend on full, International Standards to work. I can already hear some folks saying "In the good old days, everything used standards", but I beg to disagree.
Tags: iss138 | pye museum | pye-philips | smpte | ietf | ieee | w3c | aes | Bruce Devlin - new
Contributing Author Bruce Devlin - new Click to read or download PDF
How Broadcasts Can Simplify The Delivery Of Live Video Streams To Affiliates
Phillipe Gonon In today’s fast paced environment broadcasters need to quickly, easily, and simultaneously share high-quality live content with multiple affiliates or other broadcast facilities. However, today it’s typical for each third-party transmitter to be connected to its own receiver with its own platform and management system. This results in major TV channels having several web interfaces and/or screens to receive and distribute feeds coming in from third-party devices.
Tags: iss138 | aviwest | stremaing | rtmp | rtsp | rtp | hls | Phillipe Gonon
Contributing Author Phillipe Gonon Click to read or download PDF
TVFutures. No More Comfort Zone - Get a Placement
Michelle Brown I have often heard that any chance of getting work in the television industry is based quite heavily on who you know, and whilst that might indeed be true, I’ve also come to the realisation that it may also depends on what opportunities you seize and how far out of your comfort zone you might be prepared to push yourself.
Tags: iss138 | portsmouth uni | creative careers | placement | Michelle Brown
Contributing Author Michelle Brown Click to read or download PDF