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special report iabm

IBC2012 will mark the third year running in which the IABM sponsors and produces a session at the IBC conference. These sessions are geared towards issues which are of particular interest and relevance to the supply side of the industry, and are also a showcase for the extensive programme of market research which is now carried out on behalf of the IABM and its members. Adrian Scott, producer, IABM/IBC conference session 2012, reports.

take a different approach and examine an area which is of vital importance to suppliers but which is extremely hard to analyse: just how the rapidly changing consumer landscape is affecting the supply side of the media sector, and in particular what suppliers must know and understand about developments at the consumer level in order to formulate winning strategies at the other end of the supply chain. At this year’s NAB, as reflected in our

IABM at the IBC conference F

or the past two years, the global economy has taken centre stage, with in-depth discussion about strategies for survival and recovery. However, in 2012 we will

‘NAB Spy’ blog back in April, there was a general feeling that 2012 will come to be seen as the year during which the tradeshow focus stopped being mainly on ‘broadcasting’ as we have known it. At NAB attention seemed instead to be predominantly focused on factors which are disrupting the traditional broadcast models - factors such as social, mobile and the cloud, with 3D and other once-dominant issues relegated to a lower level of interest. Clearly, we are witnessing an

accelerating consumer revolution in an industry which was once (and in some cases still is) organised along what might be called Reithian lines, ie with the public being given not what they

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used on any given platform. Once an abstraction layer has been created, it becomes easier to employ a harmonised rights management delivery strategy and ensure that the network is future proofed against the inevitable transition to non-proprietary security schemes like DASH. Consider, for example, the deployment of a leading online movie rental company. The company initially had a very PC centric perspective, and

was quick to adopt an adaptive bitrate streaming technique featuring a proprietary DRM scheme. The introduction of the iPad, however, quickly negated the perceived benefits of pursuing such an approach as the DRM scheme was incompatible with the iPad. The company instead opted to take a more harmonised approach to rights management by deploying a robust content protection system that

supports the HTTP Live Streaming (HLS) protocol for delivery to the iPhone operating system (iOS) and Android-based devices and Microsoft’s PlayReady DRM for delivery to PCs and Windows Phone devices. Such a heterogeneous DRM server approach, while still unified from a rights management perspective, facilitates the creation of new business models, particularly those that take advantage of ERW for premium VoD content. This example underscores the pace of the industry and how quickly momentum can change. A unified security strategy based on an open DRM

scheme can easily address the unique requirements of these different device types, and give operators the potential to open up the universe of multi-network, multi-screen delivery, and greatly accelerate the growth of new revenue streams based on this paradigm.

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We will examine just how the rapidly changing consumer landscape is affecting the supply side of the media sector, and in particular what suppliers must know and understand about developments at the consumer level in order to formulate winning strategies at the other end of the supply chain.

actually want, but what the broadcasters think they ought to have (or what will most keep their attention while the commercials are shown). New technology is rapidly killing off the old one-to-many, one-way-traffic models with new delivery devices such as smartphones and tablets, new methods of choice and selection, new levels of interactivity, and new approaches to revenue and monetisation - all giving the consumer a degree of power undreamed of even a few years ago. Of course, these radical changes feed

back to the supply sector. But how, exactly? And how can suppliers understand the changes well enough to provide their own clients with solutions that enable all concerned to run their businesses effectively and generate revenue? Media technology vendors must ask themselves if their businesses have the right combination of skills, if they are producing the right type of product, and if they are delivering them in such a way that they meet the requirements not just of their customers, but of their customers’ customers - and enable them to make money along the way. The IABM’s 2012 IBC conference

session will address these issues head- on. Director-general Peter White will open the session with a keynote address which presents not only the overall state of the industry, as

reflected in the association’s ongoing market research activities, but also the results of a new survey, carried out especially to inform the session, which explores attitudes toward emerging consumer trends among broadcasters and suppliers, and in particular how they feel their own business model is being affected. This will be followed by a panel

discussion featuring leaders from across the industry. These will include Joe Foxton, vice president of strategic product architecture at Chyron, who is charged, among other things, with merging the world of traditional one- way broadcasting with that of the second screen; John Footen, head of Cognizant’s broadcast consulting practice and an acknowledged industry expert in such areas as business process management, SOA, and the cloud; John Maxwell Hobbs, head of technology for BBC Scotland and an expert in the development of cutting-edge Internet and mobile applications for media; and Colin Morrison, a director of Microsoft’s EMEA TV and entertainment business, with special responsibility for Mediaroom, Microsoft’s consumer- oriented media delivery platform. The IABM’s IBC conference session is

once again scheduled for 8am on the opening Friday of IBC, which this year is 7 September, and is timed to be over before the exhibition opens its doors. Admission is free.

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