In Broadcast - November 2014 - 78

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

WWW.INBROADCAST.COM | ISSUE 37 - NOVEMBER 2014

N E W S

InFORM

Accelerate New Revenue Streams With
Software-Defined Video
By Keith Wymbs
Chief Marketing Officer, Elemental

B

78

roadcasters and pay T V
operators rolling out premium
streaming services can strengthen
their competitive position and
speed time to market by deploying
software-defined video processing
architectures as the core of their
next-generation infrastructures.
Though fixed-function hardware
may continue to provide high
performance and good picture
quality for specific applications
such as standard definition TV over
traditional networks, long product
life cycles mean the technology has
a low likelihood of keeping pace with
market changes.
With the flexibility inherent to
software, video providers can
immediately respond to changes
in consumer demand. Support for
new features and standards can be
added through upgrades and API
integration of third party software.
Broadcasters and pay TV
operators who choose softwaredefined video solutions don't have
to wait for new custom video chips
to be released to market, they can
continually update and enhance
their platform in line with increased
consumer demand and technology
advancements to create new
revenue generating video services.

A Way Around Trade-Offs
Software-defined video (SDV)
solutions offer a way around
the trade-off between the need
for long-term investments in
technology for video delivery and
the expectation of short-term
return on investment. Thanks to
Moore's law, software running
on general purpose processors
can now surpass task-specific
video processing equipment in
terms of both picture quality and
performance while simultaneously

Ad insertion optimises monetisation

adapting to market change.
Software-defined video is an
infrastructure agnostic approach
to implementing flexible, scalable
and easily upgradable video
architectures. Unlike legacy
solutions, this advancement allows
video providers to deploy software
across an optimal combination
Elemental Delta - flexible services
of dedicated and virtualised
resources in both private and public
data centres.
HD video encoding using the HEVC
A software-defined approach
codec, ensuring that customers will
frees video providers from the
be able to continually support new
constraints of dedicated equipment
video compression standards as
by allowing for the best architecture
they are adopted.
and processor combination to be
In some cases, advances
used for a particular application,
developed for newer codecs such
even if that application changes
as HEVC can also be applied to
previous codec generations. These
over time. Support for new
services and video formats can
may include de-interlacing, scalar
be integrated seamlessly through
processing, colour correction, noise
simple software upgrades.
filtering and other special purpose
Because software-defined video
effects such as scene change
relies on general purpose processors,
detection, transition detection, and
complexity measurements.
specific video processing functions
can be virtualised
or reside in cloudbased infrastructures.
Integrated cloud
platforms can ramp
resources up and
down depending on
demand, preventing
overinvestment in
infrastructure. By using
both ground and cloudbased resources, video Targeted advertising per stream and device
providers can fine-tune
the balance between CAPEX and
Multiscreen Capabilities
OPEX in deploying video processing
As the number of consumer viewing
capabilities.
devices and video formats continue
to multiply, video providers need
Accelerating Transition
to keep costs under control
This approach to video processing
and streamline management
enables media enterprises to lead
of their broadcast workflows
and manage the transition to new
by consolidating their video
video codecs such as HEVC,
processing and delivery systems.
advanced audio codecs, advanced
On the content delivery side,
colour
spaces,
whether over cable, satellite or the
increased colour bit
Internet, this means moving to IPdepth, object-oriented
based video technology including
audio specifi cations,
HTML video and adaptive bitrate
forensic watermarking
streaming formats such as HLS and
a nd new display
MPEG-DASH, allowing for universal
formats
such
support across multiple types of
as 4K Ultra HD.
devices such as smart TVs.
Elemental softwareIP networking enables distributed
defined video solutions
storage for greater levels of content
currently offer full
backup and redundancy, over
frame rate 4K Ultra
internal infrastructure as well as

commercial cloud services. The
IP standard also allows for more
efficient transport of video from
broadcast studios, to head-ends,
and local edge servers for just-intime packaging of VOD content.
With software defined-video, liveto-VOD features such as nPVR and
catch-up TV can be integrated at
any time, allowing for even more
flexibility and scalability. In dedicated
hardware environments, trying to
integrate third party ad messaging
or forensic watermarking capabilities
means enabling communication with
legacy video processing equipment.
With its ability to support third party
integrations, a software platform
allows all sorts of advanced features
and capabilities to be fully integrated
into a single unified system.
Elemental's software-defined
video solutions are leading the
way across ground and cloud
infrastructures. With more than
500 customers around the world,
including most of the leading media
brands, Elemental understands that
video providers want the same thing
as their customers: more choice.
As new software features continue
to be introduced in line with changes
in consumer habits and technology,
the benefits of adopting a softwaredefined approach will become
even greater.

Content when the consumer wants it


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In Broadcast - November 2014

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

In Broadcast - November 2014 - Intro
In Broadcast - November 2014 - Cover1
In Broadcast - November 2014 - Cover2
In Broadcast - November 2014 - 3
In Broadcast - November 2014 - 4
In Broadcast - November 2014 - 5
In Broadcast - November 2014 - 6
In Broadcast - November 2014 - 7
In Broadcast - November 2014 - 8
In Broadcast - November 2014 - 9
In Broadcast - November 2014 - 10
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In Broadcast - November 2014 - 18
In Broadcast - November 2014 - 19
In Broadcast - November 2014 - 20
In Broadcast - November 2014 - 21
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In Broadcast - November 2014 - 24
In Broadcast - November 2014 - 25
In Broadcast - November 2014 - 26
In Broadcast - November 2014 - 27
In Broadcast - November 2014 - 28
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In Broadcast - November 2014 - 33
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In Broadcast - November 2014 - 35
In Broadcast - November 2014 - 36
In Broadcast - November 2014 - 37
In Broadcast - November 2014 - 38
In Broadcast - November 2014 - 39
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In Broadcast - November 2014 - 43
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In Broadcast - November 2014 - Cover4
In Broadcast - November 2014 - S1
In Broadcast - November 2014 - S2
In Broadcast - November 2014 - S3
In Broadcast - November 2014 - S4
In Broadcast - November 2014 - S5
In Broadcast - November 2014 - S6
In Broadcast - November 2014 - S7
In Broadcast - November 2014 - S8
In Broadcast - November 2014 - S9
In Broadcast - November 2014 - S10
In Broadcast - November 2014 - S11
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