NewBay Connect: Connected Thinking for Multichannel Media9 January 2015
Our weekly NewBay Connect focus returns for 2015, with a preview of Pixel Power’s whitepaper, Connected Thinking for Multichannel Media. The NewBay Connect was launched last year and provides a platform to demonstrate thought leadership and technical expertise, featuring a library of white papers, analyst reports, case studies, briefings and tutorials
Pixel Power’s paper outlines: ‘How to integrate server control with other playout functions to reduce equipment footprint and simplify operations; How you can achieve cost and power savings from a single box solution without compromising branding power and flexibility or suffering automation lock-in; and why supporting full live operation in an integrated device allows for a standardized playout chain for all channels.’
The paper opens:
Today’s TV audience demands a broader variety of channels and a sophisticated viewing experience with features such as high definition video and multichannel audio. In response, broadcasters of all sizes have taken advantage of the digital tier to emerge as multi-channel providers, delivering content to multiple audiences, in different formats. Multi-channel operators need to support a variety of SD, HD and 24/7 informational channels simultaneously. The scenario is becoming even more complex as media companies must deliver their content to new screens such as smartphones, tablets and PCs.
To succeed broadcasters must find ways to control the operating costs of each individual channel, without diminishing the channels’ quality or impact. This requires more affordable equipment–to control capital expenditures–and more efficient equipment–to manage operating expenses. Highly automated, streamlined workflows, that could help create and playout sophisticated presentations with minimal equipment and staff are enticing, but have been difficult to realize without operational and creative compromises.
The Rise of Branding
In order to meet the ongoing requirements of their evolving multi-channel operations, broadcasters are re-evaluating their entire signal chain, from production through playout, looking for opportunities for economy. Some have accepted a stopgap –using only a router and video server to simply play out the channel without the addition of appealing, tailored transitions, logos, etc. that make a channel unique and memorable.
That approach belies the need to effectively brand channels in order to foster a rapport with the viewing audience. Creating an identity for a channel is critical to enticing advertisers who want to target clearly defined demographics. In order to compete, broadcasters must deliver a polished presentation that differentiates their channels, creates a brand identity, and most importantly, attracts and retains an audience.