In Broadcast - In Show Guide 2016 - 57


57

www.inbroadcast.com | IBC2016 InShow Guide | 9-13 September

Rapid Content
Generation for Social
Media Platforms
Volicon examines the need to stay relevant in a multiplatform broadcast marketplace...

B

roadcasters today find themselves
part of a multiplatform media
marketplace evolving at an often
frenetic pace, and their own operations
are far from immune to this change. In
fact, broadcasters must enter the fray
with the ability to address all variety
of social and digital media platforms
- YouTube, Facebook, Twitter, and
a host of other services - that make
video content available on computers,
tablets, and smartphones. They must be
prepared to participate broadly across
all these outlets, providing high-value
clips drawn from their own unique
live sports, news, and entertainment
programming.
By building and maintaining a
competitive presence on popular
platforms, broadcasters can position
themselves to attract the attention of
potential viewers and guide them back
to full-length programming on the
primary linear broadcast channel. This
new landscape affords broadcasters
a powerful new way to strengthen
brand awareness and even generate
additional revenues from aired
content. It also presents a variety of
economic and technical challenges. For
one, the proliferation of devices and
platforms on which video content can
be accessed and consumed has made
it impossible to pick a winner and
dedicate resources solely to serving
that outlet. Even when a broadcaster
successfully establishes itself on newer

Model: capture media for OTT platforms

platforms, there is no guarantee of a
financial return in this investment. In
fact, the ongoing increase in digital
media outlets has the effect of further
fragmenting its target audience.
While the broadcaster does not
realise added revenue for every
additional outlet it can serve, it still
must address the unique combination
of format, package, metadata, and
container required by each target
platform. Issues of accessibility and
compliance also arise, demanding that
broadcasters ensure that captioning is
valid not only on the target platform,
but also on the devices used to
consume content. In order to offer the
fresh content that consumers demand,
broadcasters also must overcome the
challenge of creating and providing
timely content quickly enough that it
maintains its interest and value. If it is
to depend on targeted advertising to

support multiplatform services, then
the broadcaster must find a convenient
way to build ad integration into the
overall multiplatform content creation
workflow.
All of these challenges, along
with continual pressure to do more
with less and to consolidate rather
than expand technical and human
resources, make it essential that
broadcasters establish an accelerated
content generation workflow targeting
social and digital media platforms.
Broadcasters
need
to
provide
consumers not only with content
anytime, anywhere, in a multiplicity
of formats, but also balance their
production time with other day-today responsibilities. What's more,
they need to achieve this balance
while producing enough content to
be successful and stay ahead of the
competition. To this end, broadcasters
require a fast and cost-effective
model for capturing the content
they air; altering that content for
consumption on computers, tablets,
and smartphones; and securely
delivering the resulting output to the
appropriate outlet or platform in the
proper format.
Content Capture
Broadcasters already are acutely
aware of the need for a streamlined,
cost-effective, and efficient way to
create, package, and publish content
to multiple platforms. Seeking
technology that enables this type of

Broadcasters must do more with less

workflow, they have tested and found
legacy capture and ingest solutions
to be too expensive, hard to use,
unreliable, and slow. In the meantime,
however, sophisticated digital video
monitoring and logging technology
has been refined and enhanced to
provide a flexible foundation capable
of supporting an accelerated content
generation workflow, targeting social
and digital media platforms.
In a fresh approach to multiplatform
content creation and delivery, the
unique content-recording capabilities
and the highly refined user interfaces
of advanced video monitoring and
logging systems have been enhanced
and tailored to support multiplatform
services. Because this approach allows
many broadcasters to leverage the
very hardware they already use for
monitoring and compliance recording,
it enables a much faster and more
cost-effective multiplatform content
creation and publishing model than is
possible with conventional recording,
editing, and packaging solutions.
The technology itself incorporates
an easy-to-use live acquisition solution
that works across the diversity of
sources: baseband or post encode
(MPEG-TS). Users have the flexibility to
capture a wide variety of feeds, from
pre-graphics to post-graphics to post
encode, as well as live contribution
feeds, all full-frame, full-resolution
True HD (1080i 25/30, 720p 50/60)
content. Because the technology
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