OTT (over-the-top) streaming has proven itself as a
viable content distribution channel for broadcasters and
content owners. The technology has gone beyond being a
supplementary distribution channel (e.g., TV Everywhere) with
limited appeal, to becoming the future of media where content
owners can build a relationship directly with millions of viewers.
Broadcasters that deliver timely, relevant programming via
OTT services, have encouraged their viewers to watch online,
boosting not only their revenues, but also brand recognition
and loyalty with a new generation of viewers.
Although quality programming is essential for generating eyeballs, today’s
highly competitive marketplace makes it equally important for broadcasters
to quickly and efficiently extend broadcasts into programming for direct-to-consumer OTT services, online syndication and social media to fully leverage
distribution and advertising opportunities. This article examines technology
solutions that enable and streamline this OTT content workflow. In the
continuous search for more efficient content owner workflows, we also take
a peek at the next generation of AI-based technologies that are focused on
improving many use cases across video operations, compliance, monetization
and viewer experience.
Launching an OTT service
In recent history, packaging linear programming for OTT may have required
investing in large processing resources at the broadcaster’s facility
using broadcast tools and workflows. Preparing and managing content
files to meet all of the different format and metadata specifications of
various internet publishers can quickly become an enormous burden for
organizations that are accustomed to more organized, linear workflows.
Each major OTT delivery platform has different content and metadata
standards coupled with other subtle and not-so-subtle requirements that
can require multiple versions of even simple clips.
Today, technology platforms that embrace cloud infrastructure provide
broadcasters with highly scalable, pay-as-you-go solutions that are future-proof and easier to manage. In addition, workflow automation promises to
streamline OTT video preparation for broadcasters, enabling them to easily
tackle all types of content repurposing to reach audiences online.
technology that will:
• Enable broadcasters to convert
traditional linear programming
into an OTT service
• Streamline content repurposing
workflow for programming
• Deliver content efficiently to
social and digital platforms
• Maintain compliance with
• Power the next generation
of video applications
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