feature content distribution


The technology behind global video content distribution is continually advancing - be it in content format (SD, HD, 3D), the method of broadcast (satellite, fibre, the Internet), or the device it is ultimately viewed on (TV, computer, mobile devices). Simultaneously, the expectations of content owners - that content be delivered without any interruption in service or quality - remains firm. Thus, the central challenge for the industry today is established: meeting the expectations of uninterrupted quality of service while addressing the growing technological complexities these advancements create. Lior Rival, vice president of sales and marketing at RRsat Global Communications Network Ltd, reports.


Content delivery: meeting expectations


R Rsat Global


Communications Network has established a four- pronged plan, successfully bridging these two competing aspects of the


industry in a manner that strengthens each side. These four prongs are: building a globally accessible hybrid satellite and fibre network supporting RRsat’s one-stop shop approach; creating an elaborate group of key business partnerships; maintaining cutting edge technology from broadcasting to playout; and paying proper attention to the growing trend of alternative delivery solutions.


A comprehensive network


Through the development and advancement of hybrid networks, global networks can more easily and cost effectively broadcast to every corner of the globe and, in turn, reach more end users faster. Hybrid networks use the broadcasting strengths of satellite and fibre transmission both as individual tools in content capture and delivery, and as a combined approach to providing video to far-out places. RRsat has long focused on the building and expansion of a network with such capabilities offering a one-stop-shop to broadcasters providing production and editing facilities, playout services and


14 l ibe l march/april 2011 l www.ibeweb.com


Lior Rival, vice president of sales and marketing at RRsat Global Communications Network Ltd.


distribution services. Its geographical location in the Middle East provides a central advantage when it comes to global satellite broadcast providing one-hop global access to satellites in the EMEA and Asia-Pacific regions. This combined with its US Teleport, extensive worldwide fibre network and playout results in significantly reduced costs to content providers. RRsat has made this elaborate network accessible for both long-term and occasional use services. Fibre networks enhance the ability to provide cost effective direct access. RRsat has strategically positioned its points of presences (POPs) around the world, allowing for direct fibre access to locations with the highest demand for it. This network is constantly growing, with two additional POPs established in the New York City metropolitan area this past year, as well as in the United Kingdom, Italy and other locations, allowing for the capture and delivery of a diverse field of content. It is increasingly crucial for content providers to offer a more diverse array of programming, as the lines between what content a specific marketplace is interested in continues to blur. Be it religious programming, sporting events, cultural channels, or other content, the global appeal for each is rapidly expanding. Having access to a one-stop shop for broadcasting services helps keep costs down.


Strategic business partnerships


The increase in operators looking for localised content originating in other geographic regions has increased the need for strategic business partnerships to capture, localise and deliver material. RRsat understands that the formation of strategic business alliances keeps the industry growing in both capability and innovation. This is why RRsat has put considerable effort into establishing business relationships going beyond the roles of content broadcaster and content provider. For example, RRsat's ability to extend its fibre reach beyond those regions where it controls its own POPs and to broadcast content almost anywhere in the world is due to such relationships.


A prime example of the value add these relationships provide is RRsat's cooperation agreement with BT, signed this past summer. Using only fibre connections, the two companies have successfully broadcast a live 3D event from London to Tel Aviv. This event not only allowed for audiences in both countries to interact with each other in real time, but was the first time both companies were able to provide such a service. This was only the first collaboration of a greater business partnership. The full agreement combined RRsat’s content


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