In Broadcast - September 2014 - 64


I N T E R N A T I O N A L

WWW.INBROADCAST.COM | ISSUE 35 - SEPTEMBER 2014

N E W S

InMEDIA

Liberating Video: Why Choice
Is Key To OTT Success
The evolution of video has led to an industry-defining shift. Piksel discusses
architectural considerations and the importance of the second screen...

By Mark Christie
CTO, Piksel

I

64

t's strange to think that the
term "video" was once virtually
synonymous with the humble video
cassette.
Today, propelled by both
consumers' thirst for dynamic visual
content and staggering advances
in technology, we are witnessing a
wholly different picture. Video has
become pervasive throughout the
media landscape - in Hollywood
entertainment, corporate messaging,
advertising, live sports, concerts,
weddings, news events and so on.
Viewable on every device, anywhere,
it's clear that we are experiencing
an industry-defining shift which
promises only to continue.
As with any rapidly evolving
industry, the video business today
brings together an assortment
of new and established players,
experimenting with various business
models in the pursuit of success. For
companies investing in over-the-top
(OTT) solutions, the decisions and
options available are complex and
varied. Monetisation, for example,
ranges between free (ad-based)
models, subscription models or

transactional models; all of which
can work well, depending on what
you have to offer. Then there are
considerations about integration
with billing systems, levels of social
interactivity, and suitable content
protection - to name just a few.
For content owners, aggregators,
and distributors, finding the right
services to support your business
is becoming increasingly difficult.
Not only is there extensive choice,
but companies also need to
determine what solutions will fit
alongside legacy video ecosystems
already in place.
What's important is making
sure that valuable and memorable
content doesn't become trapped in
an ecosystem where the business
models don't align with evolving
consumer demands. Content must
be freed if its value is to be preserved.

Architecture
Considerations

It no longer makes sense for
content owners, aggregators and
distributors to invest in a solution
that doesn't exactly correspond to

The second screen brings content closer to the viewer

their existing video infrastructures.
Rather than purchasing a complete
out-of-the-box solution, companies
would do better to embrace
freedom and flexibility by selecting
only the functionality they require;
a 'one-size-fits-all' approach is no
longer effective.
At Piksel, our belief is that the
current landscape is better suited to
an architecture that veers away from
complexity, and prioritises simplicity,
flexibility, cost-efficiency, and
speed. That's why we've designed
the Piksel Palette, which takes a
modular cloud-based approach and
uses a service-oriented architecture
framework. It allows customers to
build solutions into their offering
on a block-by-block basis, which
drives down costs and speeds up
time to market.
This puts control back into the
hands of companies experimenting
with OTT, which is, of course, where
it should be.

Second Screen

Becoming ever more interlinked
with any OTT offering is the second
screen, which shows great promise
when it comes to bringing content
closer to the viewer, but its potential
ultimately lies in the implementation.
There isn't a second screen magic
formula which produces en-masse
TV engagement; every programme
requires its own clear use strategy,

detailing which interactive features,
if paired with particular content, will
increase viewer engagement.
Synchronised content, for
example, has been tipped as an
important feature for the future of
second screen, however our recent
research found that complementary
content (information around the
programme) is more sought after
in many cases. What findings like
this show is that the industry is
still exploring what works; there is
clearly no single thing which will
be successful across all genres
and TV shows out there. Individual
shows need to decide how to create
an engaging experience which
will resonate with their viewers,
and this means eschewing the
custom-made model.

Consistent Look & Feel

Content providers, broadcasters,
and advertisers should be looking
for a system that can be customised
to their exact requirements
and used across their entire
content library.
Fundamentally, there is a strong
need to provide a consistent lookand-feel to services along with a
simple-to-use interface. Users have
shown that they don't want to be
bombarded with separate standalone apps to watch content from
each individual network or content
owner; what matters to them is
having access to a single app
which enables a more seamless
viewing experience. Additionally,
with individuals now spreading their
digital lives across a wide variety of
devices and operating systems, the
need for commonality across user
interfaces is increasingly important.
The cloud has become an
indispensable resource for the
TV and media industry, meaning
faster development and more
cost-efficient solutions are coming
to the fore. Needs which previously
required investment in specialised
technology resources or hardware
- aggregating, preparing, managing,
delivering, and monetising content
for example - can now be addressed
through a single platform in the
cloud. With efficient outsourcing that
leaves experts to handle the many
dimensions of OTT delivery, the
industry can channel its resources
into what it does best: creating
great content and keeping viewers
entertained.


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Table of Contents for the Digital Edition of In Broadcast - September 2014

In Broadcast - September 2014 - Intro
In Broadcast - September 2014 - 1
In Broadcast - September 2014 - 2
In Broadcast - September 2014 - 3
In Broadcast - September 2014 - 4
In Broadcast - September 2014 - 5
In Broadcast - September 2014 - 6
In Broadcast - September 2014 - 7
In Broadcast - September 2014 - 8
In Broadcast - September 2014 - 9
In Broadcast - September 2014 - 10
In Broadcast - September 2014 - 11
In Broadcast - September 2014 - 12
In Broadcast - September 2014 - 13
In Broadcast - September 2014 - 14
In Broadcast - September 2014 - 15
In Broadcast - September 2014 - 16
In Broadcast - September 2014 - 17
In Broadcast - September 2014 - 18
In Broadcast - September 2014 - 19
In Broadcast - September 2014 - 20
In Broadcast - September 2014 - 21
In Broadcast - September 2014 - 22
In Broadcast - September 2014 - 23
In Broadcast - September 2014 - 24
In Broadcast - September 2014 - 25
In Broadcast - September 2014 - 26
In Broadcast - September 2014 - 27
In Broadcast - September 2014 - 28
In Broadcast - September 2014 - 29
In Broadcast - September 2014 - 30
In Broadcast - September 2014 - 31
In Broadcast - September 2014 - 32
In Broadcast - September 2014 - 33
In Broadcast - September 2014 - 34
In Broadcast - September 2014 - 35
In Broadcast - September 2014 - 36
In Broadcast - September 2014 - 37
In Broadcast - September 2014 - 38
In Broadcast - September 2014 - 39
In Broadcast - September 2014 - 40
In Broadcast - September 2014 - 41
In Broadcast - September 2014 - 42
In Broadcast - September 2014 - 43
In Broadcast - September 2014 - 44
In Broadcast - September 2014 - 45
In Broadcast - September 2014 - 46
In Broadcast - September 2014 - 47
In Broadcast - September 2014 - 48
In Broadcast - September 2014 - 49
In Broadcast - September 2014 - 50
In Broadcast - September 2014 - 51
In Broadcast - September 2014 - 52
In Broadcast - September 2014 - 53
In Broadcast - September 2014 - 54
In Broadcast - September 2014 - 55
In Broadcast - September 2014 - 56
In Broadcast - September 2014 - 57
In Broadcast - September 2014 - 58
In Broadcast - September 2014 - 59
In Broadcast - September 2014 - 60
In Broadcast - September 2014 - 61
In Broadcast - September 2014 - 62
In Broadcast - September 2014 - 63
In Broadcast - September 2014 - 64
In Broadcast - September 2014 - 65
In Broadcast - September 2014 - 66
In Broadcast - September 2014 - 67
In Broadcast - September 2014 - 68
In Broadcast - September 2014 - 69
In Broadcast - September 2014 - 70
In Broadcast - September 2014 - 71
In Broadcast - September 2014 - 72
In Broadcast - September 2014 - 73
In Broadcast - September 2014 - 74
In Broadcast - September 2014 - 75
In Broadcast - September 2014 - 76
In Broadcast - September 2014 - 77
In Broadcast - September 2014 - 78
In Broadcast - September 2014 - 79
In Broadcast - September 2014 - 80
In Broadcast - September 2014 - 81
In Broadcast - September 2014 - 82
In Broadcast - September 2014 - 83
In Broadcast - September 2014 - 84
In Broadcast - September 2014 - 85
In Broadcast - September 2014 - 86
In Broadcast - September 2014 - 87
In Broadcast - September 2014 - 88
In Broadcast - September 2014 - 89
In Broadcast - September 2014 - S1
In Broadcast - September 2014 - S2
In Broadcast - September 2014 - S3
In Broadcast - September 2014 - S4
In Broadcast - September 2014 - S5
In Broadcast - September 2014 - S6
In Broadcast - September 2014 - S7
In Broadcast - September 2014 - S8
In Broadcast - September 2014 - S9
In Broadcast - September 2014 - S10
In Broadcast - September 2014 - S11
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201703
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201701
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_INREVIEW2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201612
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201611
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOWNYexpo
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20110708_DEMO
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201610
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_inshowguide2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201609
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201608
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201607
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201606
http://europe.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC03
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201605
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201604
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201603
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2016
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201602
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201601
http://www.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC02
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201512
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201511
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_CCW15expo
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201510
http://www.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC01
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201509
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_IBC2015
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http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201507
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_BROADCASTASIA2015
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http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201504
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2015
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http://www.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2015
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http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201412
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201410
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