August 2013
www.tvbeurope.com
TVBEurope 61 The Business Case Evolve and partner
Holly Ashfordattended a recent Elemental event during which the company made key announcements as well as revealing progress made since NAB on HEVC software and its Cloud Platform
KEITH WYMBS, VP of Marketing at Elemental, visited London recently from the company’s Portland, Oregon HQ, and detailed the company’s newest partnership with European cable infrastructure firm Teleste. Also present was David Treadway, CEO, WRN Broadcast, who spoke about Elemental’s integral role in powering the company’s OTT service. The developments made since NAB in April of this year were also detailed, and included advances in HEVC software and the expanding deployment of its Cloud Platform. Elemental came to the market in 2010, with “a very disruptive technology,” explained Wymbs, “a very innovative technology for
video processing and really our timing was perfect.” The company’s first product — the Elemental Server — was launched within three months of the iPad’s debut. By “aligning ourselves with the major trends in video” since, Elemental has created a series of products over the last few years with the mission, stressed Wymbs, “to perfect the media experience.” Multiscreen architectures are Elemental’s “bread and butter” and the partnership between the company and Teleste marks its entrée into the cable market in Europe, where it will be powering Teleste’s Optimo video processing line. The rapid pace of change in the industry means that, despite
taking place only a few months ago, Elemental’s technology has advanced since NAB, and the company has “proven the ability to evolve.” At NAB, Elemental displayed 4K H.264, yet today it has advanced its HEVC software codec implementation to support 4K H.265, “which is the next generation of video compression standards.” At the time of NAB, Elemental also showed live processing of 1080P HEVC at 3.2mbps. Two months later, the company has been able to drop the bitrate to below 2.8mbps. Finally, the availability of the Elemental Cloud Platform as a Service (PaaS) was announced at NAB. “This has been
Keith Wymbs: Elemental has “proven the ability to evolve”
something we’ve been working on for a couple of years now, with Amazon,” explained Wymbs. Since April, what was a system originally “based on a number of beta customers that we had over the previous six months,” now has global reach. “We’re actually deployed in three continents, which is no
small feat,” commented Wymbs. PaaS allows customers to use as many or as few servers as they need, to meet peak and diminishing demand. Given that 85% of resources are sitting around in a given month, Elemental’s offering provides something new and valuable, summarised by Wymbs: “media companies have never had this amount of control and this amount of visibility into how their demand matches their supply. This really is optimising.” Working in such a rapidly- paced industry means responding to trends while always thinking ahead. As Wymbs explained, “networking video devices over the last five years have all converged to help us as a company and help the market create new revenue streams, to be relevant to what’s happening in the future.”
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