106 Saturday 14.09.13 theibcdaily Next-generation IP video
Operators should future-proof investments in multiscreen with a robust platform, says Simone Sassoli, VP Marketing & Business Development, RGB Networks
While there are still issues to be resolved in the multiscreen world, technology has made significant strides since operators first began delivering video services beyond the television. With many TV Everywhere
services up and running and a lot more now in the trial or planning stage, those of us who have been involved since the start have learned plenty about what it takes to deploy an IP video architecture that will not only be cost-efficient in the long run, but that will also bring in new revenues. Applying hands-on
experience, a new generation of Multiscreen 2.0 technology is emerging that enables operators to streamline and monetise TV Everywhere services for live, on-demand and time-shifted viewing. Live multiscreen services are
critical for pay-TV operators to differentiate themselves from OTT competitors offering only on-demand viewing. Whether it’s sports, news or reality shows that viewers don’t want to miss while on the go, research provides clear evidence that live multiscreen services are something operators should be focusing on to attract and retain subscribers, as well as to monetise services. However, in order to support
the delivery of a growing number of live channels to thousands, or possibly millions of subscribers, operators require a robust solution that can scale to meet demand without compromising on video quality. Next-generation transcoding
technology brings the density, scalability and reliability required for delivery of an
Multiscreen 2.0 architecture enables a dramatic reduction in the storage space required for on-demand content through ‘just-in-time’ packaging. Rather than requiring the
Simone Sassoli: ‘Live multiscreen services are critical’
operator’s full channel line-up. With this key Multiscreen 2.0 component in place, operators can add the live viewing on any device that subscribers are coming to expect as a necessary complement to their on-demand viewing. By providing a separate and specialised packager,
creation of a different file for each resolution-specific bitrate within each ABR format, this second-generation architecture dictates that each file be transcoded into just the handful of mezzanine file bitrates suited to the resolution parameters of the device in use, which can be stored in MPEG-2 TS format. When a piece of content is
ordered by an end user it is transferred to a just-in-time packager, which formats the file on the fly for ABR streaming to that user’s device. Through just-in-time packing, operators can now cost- effectively deploy nDVR
Opinion
services to their subscribers, providing a proven time- shifting service that consumers are willing to pay for. Thanks to the one-to-one
delivery nature of the IP video environment, ABR ad insertion enables targeted advertising down to the neighborhood, device or even subscriber. Multiscreen 2.0 architecture takes advantage of this fact and incorporates the required components for targeted ad delivery in live, on-demand and time-shifted environments, which will brings with it significant new revenue. For attracting and retaining
subscribers, and generating new revenues, the live streaming, time shifting and ad insertion functionalities intrinsic to Multiscreen 2.0 present prime opportunities to transform the TV viewing experience. 4.B70
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