special report
alternative models have tended to drive the majority of revenues toward third-party providers. Neither approach allows the broadcaster to maximise the value of online ad sales. Snell, working with The Application Store (TAS), has addressed these issues by integrating its Morpheus automation system with second-screen apps on iPad tablets and mobile platforms. More specifically, the power and sophistication of the Snell automation system drives essential enabling metadata to the TAS Screentoo app. While facilitating more conventional delivery of content to media consumers’ television screens, Morpheus also allows broadcasters to extend the experience onto a second device. The complementary interactive
content within the Screentoo app fuels increased viewer interest in programming, opens the door to higher revenues through polls and other interactive options, and allows the broadcaster to sell highly targeted advertising. An e-commerce backend within the app makes it easy for broadcasters to offer a variety of micro-financial services as part of the integrated service they offer. The ability to link through to other websites expands the commercial aspect of this model, yielding opportunities for product placement connected directly to the manufacturer or vendor’s online presence and shopping interface. Any broadcaster can brand
Screentoo for a specific show or channel. The app can, for example, provide timely details about a character, actor, or performer in the show, and it also supports popular interactive features such as voting, polls, competitions, quizzes, chats, and e-commerce. The volume and granularity of metadata delivered from Morpheus to Screentoo simplifies
the connected world supplement
triggering of targeted advertising, thereby empowering the broadcaster to leverage its viewers’ online interactivity to realise greater profitability. Real-time data from Morpheus
assures synchronicity between the primary broadcast and the interactive and timeline-sensitive elements displayed on the tablet or other Internet-connected handheld device. The automation system makes this synchronicity between the mobile application and the television broadcast possible by supporting rich secondary-event metadata with an unusual degree of sophistication.
Summary
Passive terrestrial broadcasts compete with interactive television, IPTV, and an array of mobile media consumption platforms in a business and technology landscape characterised by rapid and revolutionary change. If television is to remain relevant in the decades to come, broadcasters and businesses involved in TV-focused advertising must ensure that both their approach to media delivery and their broadcast
Multi-platform media delivery.
Witnessing profound technologica l change, broadcasters must make key strategic decisions in deploying technologies that offer the most stable and versatile platform for their businesses.
technologies remain sufficiently sophisticated to support new consumption models. The ultimate goal for broadcasters now is to make compelling, unmissable content for all of the screens that viewers use to consume media. After all, though the TV screen will like remain the most important display device, it is now one of many ways in which consumers can watch content. Witnessing profound technological
change, broadcasters must make key strategic decisions in deploying technologies that offer the most stable and versatile platform for their businesses. Furthermore, those technologies must represent an investment in current growth, as well as in the foundation necessary for continued adaptation to market forces. Supporting operations including simple server playout, management of highly complex channels, multi-platform media delivery, and second-screen applications, advanced playout automation is an enabling technology that can significantly streamline management of content and content delivery, now and in the future, in old broadcast models and in the new.
www.ibeweb.com l the connected world supplement september/october 2011 l ibe l S27
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