In Broadcast - February 2018 - 21

21

www.inbroadcast.com | Vol: 8 - Issue 2 | February 2018

InForm

Understanding & Monetising
OTT Programming
Prime Focus Technologies Vice President and Head Global
Marketing & Communications T Shobhana considers
automated handling of OTT programmes...

W

hen it comes to OTT
programming, content is king
- no matter the source or the delivery.
And because of this, OTT has the
potential to become a significant part
of the content monetisation strategy
for the Media and Entertainment (M&E)
industry.
To fully delve into this media
phenomenon, it is important to
understand exactly what OTT is, how
it supports content monetisation, what
the future holds for OTT programming
and how solutions such as those from
Prime Focus Technologies are driving
innovation.
What is OTT?
According to the Canadian RadioTelevision and Telecommunications
Commission, "Internet access to
programming independent of a facility
or network dedicated to its delivery
(via, for example, cable or satellite) is
the defining feature of what have been
termed 'Over-The-Top' services."
The most common examples of
OTT programming are Netflix and
YouTube, but smaller services
including Amazon, Hulu, HBO Now
and CBS All-Access are all quickly
growing in popularity. One driver is
niche programming that is taking
aim at super fans who are passionate
about their interest whether it be
sports, cartoons, cooking or even
Brit-coms.
High-speed
internet
that can deliver outstanding video
quality, coupled with viewers' desire
to watch whatever, whenever and
from wherever, on the device of
their choice, has further pushed OTT
programming and viewing to the
mainstream. More than 450 scripted
TV series are currently available via
OTT programming.
Content Monetisation
For the media asset owners, content
monetisation can be built on three
layers (see Fig. 1)
First, they can conventionally publish
on a linear platform (television, movie

theatre, etc.) to capture short-tail
revenue for up to several weeks,
followed by physical media (such as
DVD/Blu-Ray) with a low distribution
cost that generally ends within a few
years. Most media industry executives
predict that clients will not use OTT as
an outright replacement for traditional
TV subscriptions - instead, most plan
to just cut back on the number of pay
subscriptions and supplement viewing
with OTT offerings, and almost a fifth
don't plan to cut back at all.
The second layer is to publish it as
OTT, creating a long-tail cycle using
contextual ads. In fact, many viewers
said online ads are "particularly
helpful" in introducing them to shows
coming out on networks they do not
regularly watch. Publishing nonlinearly incurs almost no incremental
cost, the delivery cost is minimal, and
the revenue potential can continue
indefinitely.
Third, they can further develop
each asset for user engagement
commerce. OTT programming offers
various options ranging from social
media engagement to second screen
companion applications that sync
with the first screen. For example,
almost half of viewers who miss the
premiere of an episodic programme
they find interesting look for the
premiere episode later on-demand
or on a video website. Every option
varies in its effectiveness as a potential
for commerce and to increase user
engagement levels. Assets can be
further developed through analytics
captured across these platforms.
OTT Distribution Challenges
While
OTT
publishing
offers
substantial business benefits, it also
comes with a new set of challenges.
For example, each OTT platform, such
as YouTube, iTunes, HOOQ, or Amazon
Prime has its own set of technical and
quality specifications that need to be
met. This involves several steps for
each publishing channel, for every
piece of content - including metadata

creation,
subtitling,
compliance
editing, QC and transcoding.
In a related example, also note
that digital syndication to platforms
like YouTube, Dailymotion, Go90,
Facebook, and Pluto.tv also comes
with its own set of requirements.
Thus, the process of publishing
content to these platforms can be
extremely cumbersome and expensive
for content owners. To orchestrate all
these tasks efficiently and effectively,
companies must consider Media Asset
Management (MAM) systems that
automate the content supply chain as a
critical support function. In particular,
cloud-based MAM can play an
instrumental role in seamless digital
packaging and delivery - right from
content ingest through publication.
This is because the process of creating
the digital packages, transcoding them
into multiple formats and delivering
them to the target OTT platforms can
all be automated, saving substantial
costs and time. The best vendors
to consider provide support for all
OTT-related services, have readyto-deploy presets for all the major
publishing platforms, and can provide
their certifications as approved and/
or preferred vendors and partners
for all the major industry players,
including Netflix, iTunes, and YouTube
at a minimum. Choose a supplier with
substantial experience, and audited by
the MPAA for best results.
Moving Forward With OTT
A
streamingmedia.com
report
anticipates that the number of
companies involved in OTT delivery will
grow and the proportion of businesses
substantially
invested
in
OTT
technologies will more than double
over the next three to five years.
Interoperable Master Format (IMF)
is also rapidly emerging as a preferred
format for content exchange, and IMF
ready packages now play an important
role in the way content is managed,
packaged and published across the
OTT universe.

Fig.1 Content monetisation layers

A MAM system that provides
technology to transform IMF Packages
into deliverables for platforms like
Netflix and iTunes, will become
essential for managing OTT operations.
A MAM with an IMF Media player
for playback over streaming proxy
will also help achieve faster timeto-market, while easing content
transfer loads and optimising storage
consumption
across
streaming
locations.
Because IMF also improves the
ability of content owners to efficiently
collaborate in content preparation and
exchange content, IMF will continue to
grow in use and must be a part of any
ongoing OTT planning.
Solutions That Drive Innovation
The present-day content owner
should not stop at OTT. Rather, they
should be prepared for a switch-over
in the mind-set of their audience;
take deliberate efforts to plan and
implement enterprise digitisation;
and lay the foundation for change.
These steps can be more effectively
implemented, and results achieved
through automated MAM solutions
such as hybrid cloud-enabled CLEAR
Media Enterprise Resource Planning
(ERP) software from Prime Focus
Technologies.
Going forward, automated MAM
systems will be the only way to handle
increasing volumes of content while
also managing and responding to the
multiple format requirements of OTT
distribution channels and avoiding
delays and errors.
Compared to traditional approaches,
such
automated
systems
will
drastically reduce the total cost of
operations for content owners, while
increasing speed and flexibility when
going to market. And in the media
business, the faster, more accurate,
and more flexible providers will win.


http://www.inbroadcast.com http://www.primefocustechnologies.com/ http://www.Pluto.tv http://www.streamingmedia.com

Table of Contents for the Digital Edition of In Broadcast - February 2018

Contents
In Broadcast - February 2018 - Intro
In Broadcast - February 2018 - Cover1
In Broadcast - February 2018 - Cover2
In Broadcast - February 2018 - Contents
In Broadcast - February 2018 - 4
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In Broadcast - February 2018 - 6
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In Broadcast - February 2018 - Cover3
In Broadcast - February 2018 - Cover4
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