In Broadcast - NAB SHOW 2017 - 3

3

www.inbroadcast.com | NAB Show 22-27 April 2017 | Product Preview

Delivering Technical Solutions
NAB Show is set to be larger than ever this year. IABM asked members of its North America
Council to give some pointers to what visitors should be on the lookout for...
The cloud
"The industry has reached a
point where people will be making
major decisions about which new
entertainment delivery solutions to
deploy. The cloud is very interesting as
a fast deployment method for delivery.
We anticipate seeing more and better
ways to bring cloud delivery into the
mainstream for both VOD and live
channels/events," says Adam Schadle,
VP, Video Clarity.
Andy Hurt, SVP Marketing and
Business Development at Wazee
Digital, sees the cloud helping to
answer the monetization challenge
for rights holders: "The popularity of
OTT and the skyrocketing cost of highquality productions are putting more
pressure on rights holders to find new
ways to monetize every asset," says
Hurt. "That makes the technological
shift to the cloud an obvious choice
for rights holders because it makes
their content more easily searchable,
discoverable,
shareable,
and
monetizable."
Moving to the cloud also enables
new ways of working for end-users,
as Ted Korte, COO, Qligent notes:
"We see more and more interest and
adoption in cloud-based workflows as
technology, solutions, and virtualized
functions are coming together. These
technologies will allow people to
fundamentally work differently, which
is what is needed to navigate such a
transitional period in our industry."
Business models
"I don't think I remember a year
when there was so much uncertainty
regarding business models for both
end users and vendors," reflects
Brian Olson, NewTek's VP of Product
Management. "Those organizations
and individuals that embrace change
this year will be the survivors when the
dust clears. Clinging to old paradigms,
traditional workflows, tried and true
procedures, and nostalgic patterns of

The IP Showcase will be a popular
destination in North Hall #N4824

operation will be the surest ways to
not be around for NAB 2018."
However, a shiny new technology
does not in itself guarantee success,
as George G. Elsaesser, President, GEA
& Associates, notes: "Through all the
excitement of the technologies as they
evolve, there is always the question
of end-user adoption. For example,
4K is not only exciting, the emphasis
NHK is putting on 8K fuels our interest
even further. 'With these beautiful 4K
pictures, it must be true that the world
is dashing toward 4K.' Yet research
shows that many end users extend
their actual implementation of 4K
infrastructures as far out as nine years
from now."
Personalized Content
While some regard 'Big Data' as 'Big
Brother' nosing in every aspect of
their lives, big data has the potential
to deliver the personalized viewing
experiences audiences are increasingly
expecting. "Collecting viewer data is
critical," says Andy Hurt. "Because
rights holders are taking their content
straight to the consumer, they must
understand their customers' likes and
viewing habits."
Mary Kay Evans, CMO at Verizon
Digital Media Services, agrees, and
sees further benefits for the holy grail
of maximizing content monetization.
"Every day, we're moving more and
more towards a media consumption

ecosystem that's specifically built on
one to one engagement - tailored to
an individual viewer's interests and
preferences, viewing device, delivery
network, throughput, and a host of
other factors.
"Fortunately for today's broadcasters, content distributors and
content creators, this shift towards
data-driven, personalized experiences
will open the door to far better and
broader online content monetization
opportunities," Evans continues. "The
techniques and technologies essential
to delivering a seamless multiscreen
experience will be a popular topic at
the 2017 NAB Show. We'll see solutions
from a variety of companies that tackle
all sides of providing a personalized
experience - from programming to
advertising - across all devices and all
locations."
Standards and Interoperability
The IP Showcase is certain to be
a popular destination for visitors,
and standards and interoperability
will inform many conversations on
the show floor. "We expect to see
standards and/or collaborative groups
catching up with the recent influx of
technology, especially in the area of IP
studios, OTT infrastructures, Cloud, Big
Data, and ATSC 3.0.," says Ted Korte.
Riedel is also looking forward
to seeing further evolution and
clarification of IP standards. "We

Contact

on +44 (0)28 9061 0420

Disclaimer:
All materials within the publication are the copyright of
Le Sommet Limited. All rights reserved. No Materials may otherwise be copied, modified, published, broadcast or otherwise
distributed withour prior written permission of the publisher
or associates. Le Sommet Limited makes no warranties or
representations of any kind concerning the accuracy or suitability of the written and advertisement information contained within this supplement for any purpose. The publisher
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Publisher
Phillip Izzard
pizzard@inbroadcast.com

Editor
Steven Preston
ed@inbroadcast.com

International
Business Development
Bryn Lister
blister@inbroadcast.com

Design & Production
Martin Donnelly
martin@inbroadcast.com

continue to support the various
organizations and participate in
plugfests to ensure that our work
with our own FPGA core maintains the
highest level of compatibility possible.
When the standards are fixed, we will
be well-positioned to take advantage
of them. In the meantime, we'll be
scouring the show floor to see how
other manufacturers and clients are
rising to the IP challenges," says
Joe Commare, Marketing and Sales
Manager, Riedel Communications.
Adam Schadle asserts that the
IP revolution is already well under
way, underpinned by standards and
interoperability. "We're seeing very
large-scale adoption of IP, which will
have facilities applying the new SMPTE
2022-6 standard and eventually the
upcoming SMPTE 2110 standard."
ATSC 3.0
With the Repack recently completed,
US broadcasters will be on the
lookout for solutions to enable them
to make the most of the opportunity.
"We expect to see broadcasters with
their repack assignments, ready to
get started, and shopping for vendor
partners to provide an efficient and
safe migration strategy," says Ted
Korte. "We expect to see more ATSC
3.0 demonstrations which promote
the business possibilities for over the
air broadcasters in addition to the
technical standards update."
Designed & Produced by:

LeSommet
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Clara House, Dunmurry Office Park,
Co. Antrim, N.Ireland. BT17 0AA
Tel: +44 (0)28 9061 0420
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Email: inbroadcast@inbroadcast.com
Web: www.inbroadcast.com


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Table of Contents for the Digital Edition of In Broadcast - NAB SHOW 2017

In Broadcast - NAB SHOW 2017 - Intro
In Broadcast - NAB SHOW 2017 - Cover1
In Broadcast - NAB SHOW 2017 - Cover2
In Broadcast - NAB SHOW 2017 - 3
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In Broadcast - NAB SHOW 2017 - Cover3
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In Broadcast - NAB SHOW 2017 - S1
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