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Exploring phase two of IP adoption

LTN's Sara Khan takes a look at what's next for broadcasters that have already made the transition to IP

Media companies across the globe are coming to a crossroads in their evolution. The convergence of emerging technologies, fast-shifting consumer trends, and increased costs calls for bold strategies and a forward-thinking approach. 

Leading media brands in Europe have recognised the immediate benefits of transitioning to an IP-based model that makes clear business sense. An IP-first approach to acquisition, media production and distribution paves the way to deliver more content to larger audiences more efficiently and reliably than ever before. Media organisations operating on a global IP network are leading the charge towards a future defined by customisation, scale, and seamless monetisation across all platforms and devices. As IP moves past the stages of innovation and into the mass adoption phase, it’s no longer about why media brands should make the shift today. Instead, it’s about how they can future-proof their business in the long run.

Unlocking an intelligent transport model

Content distribution is undergoing a significant transformation. Traditional mechanisms such as satellite and fibre fall short of meeting the demands of today’s media landscape. In contrast, an IP-first model offers a cost-effective, reliable, flexible, and scalable alternative. Internet-based delivery through multicast capabilities enables media companies to direct and customise traffic from any network point to any destination without a physical end-to-end path, meeting the needs of modern multi-platform distribution while keeping costs under control. Top content owners need proven, ultra-reliable means of delivering high-value live video with technology they can trust to give them a good night’s sleep. Leveraging a managed IP transport network with innovative packet recovery protocols and routing algorithms means content providers can overcome network congestion challenges and ensure the delivery of live and real-time video content with ultra-low latency (<200ms) and 99.999 per cent reliability.

In a closely interconnected media environment like Europe, media companies often share content through content exchange networks which can be a slow and complicated process. Managed IP-based network infrastructure with automation-driven workflows can help media owners efficiently monitor, identify, customise, and deliver content across regions, solving complex workflow challenges and adhering to stringent rights licensing and business rules.

Taking creative customisation to the next level

Beyond a flexible, cost-efficient alternative to traditional media distribution mechanisms, content owners must harness IP foundations to experiment with new business models and services. Underpinned by reliable, high-quality content delivery with minimal delay, an intelligent IP-first network frees media leaders to drive new customisation opportunities and serve audiences with tailored, platform-specific programming across multiple platforms, including over-the-top (OTT), digital and free ad-supported streaming TV (FAST) services. 

For media companies in Europe, the importance of regionalisation and customisation cannot be overstated. Content providers need efficient tools to serve diverse, multilingual audiences as well as a wide range of cultures and communities.  IP-based content versioning solutions offer a scalable means of achieving customisation, empowering content owners to modify primary feeds with custom programming, audio, captions, and/or graphics to meet diverse audience, language, and platform requirements.

IP powers next era in live sports

The sports rights landscape is becoming increasingly complex and fiercely contested due to platform, audience, and device fragmentation. As traditional sports viewing shifts towards hybrid broadcast/OTT models or exclusive streaming, leagues, federations, rights holders, and broadcasters need efficient, reliable methods of producing, customising, and distributing live sports events while pioneering new business models and direct-to-consumer offerings.

The adoption of IP-based solutions enables rights holders to efficiently and reliably distribute language-specific, culturally relevant live sports coverage to audiences across multiple platforms and geographies. With an IP-based transport network, fragmentation in the sports rights landscape transforms into a myriad of opportunities for targeted content distribution and amplified global reach. Advances in automation-driven content versioning capabilities enable easy preparation and customisation of high-value live sports content with platform-specific graphics, audio, and SCTE insertion, offering fans immersive and engaging experiences while maximising monetisation. 

IP foundations to secure business growth

Beyond the immediate transition to IP lies a world of untapped potential for the media industry. Operating on an IP network isn’t merely a means to finding a tried and tested, future-ready alternative to satellite or fibre distribution. It’s a launchpad for scale and customisation across any platform or region.

In today’s fast-paced and unpredictable media market, content owners are moving quickly to secure the necessary foundations for business success. By transitioning to an IP-based model, media companies can drive mission-critical efficiencies to ensure ROI on high-value content while serving consumers with more vibrant, engaging, and relevant content experiences.