#IBC2022 Allen Broome, CEO, MediaKind


IBC2022 marks a monumental milestone for our industry, with many media companies back on their feet following recent tumultuous years. et this years show fl oor will look markedly different from what we remember from past visits to Amsterdam. Changing media economics are impacting investment decisions, with profound considerations for buyers and media technology users. The digital polarisation we’re currently witnessing across the media sector redefi nes the relationship between technology providers and their customers, accelerated by the move to public cloud and streaming technology business models.


THE JOURNEY TO THE CLOUD We’ve seen a broad acceleration towards the cloud over the past 18 months. Cloud service providers increasingly manage more on-prem infrastructure, bringing a greater convergence between public and private cloud environments. Our company roadmap has markedly changed from plans to undertake


AN OUTLOOK ON THE BROADCAST AND MEDIA INDUSTRY IN 2022


several physical hardware refreshes to fi nding new opportunities to accelerate longer-term plans and moving media workloads to the cloud. We’ve strongly emphasised developing


core technologies in the cloud to deliver our customers’ core services. We know our customers still have separate technology stacks and people who can operate them. Some of our media customers want the ability to deploy software into their account setup, whether on-premises or in public clouds. But a signifi cant number prefer not to deal with that complexity. That’s where the attraction of a ready-made solution lies – the entire software lifecycle is managed by someone else. There is no onesizefi tsall model.


LIVE STREAMING WITHOUT LIMITS As all players in the media value chain look to stream live without limits, there are several challenges to overcome – not least in scaling to hit enormous periodic peaks of concurrent live streaming. Delivering content to hundreds


of millions of users is primarily done over broadcast networks, quite some undertaking in an OTT world where everything is watched via unicast and separate data feeds need to be synchronised. Delivering global streaming content via broadcast networks in UHD is not only a signifi cant burden on networks but no CDN capacity in the world can live up to that demand.


“The media industry’s goal should be to have the freedom to stream live without limits”


The media industry’s goal should be to have the freedom to stream live without limits. At IBC2022, we’re demonstrating what that means for TV operators, broadcasters, content owners and rights holders, traditional and new. It’s about enabling the entire media industry to focus on their next-level creativity in content and experience. 1.D09


AI SCORES WITH GRASSROOTS SPANISH FOOTBALL Staige BY DAVID FOX


Spanish broadcaster Footters has partnered with German sports- digital company Staige to digitise Spain’s grassroots football, with live streaming and coaching using Staige-Camerasystem AI-based systems. It means that teams will be able to stream every game over the course of a three-year contract. Combining the AI camera system with the network and experience of Footters in Spanish sports, the partnership promises to simplify the


67 OPINION


L-R: Footters COO José Sanchez, Staige’s Baudewig and CEO Jan Taube, and Footters’ Fariñas with the Staige-Camerasystem


football clubs’ ability to broadcast media content, offering supporters and, especially, parents the ability to watch matches live and on demand. Marvin Baudewig, CTO of Staige, said: “This partnership with such a broadcaster leader like Footters


typifi es a true benefi t for clubs and fans in Spanish football. For the clubs in getting a real advantage regarding their communication channels and raising their awareness level as well as for the fans in simplifying their access to Spanish


football content. Alongside markets like Austria, Switzerland and Luxembourg, with Spain we are more than happy to take another signifi cant step in digitising the European sports market.” Julio Fariñas, Footters CEO, added: “This agreement allows us to bring real football to all fans of this sport. We want all football lovers to know that Footters has been created for them and that, with the help of Staige, we will be able to carry out one of our founding challenges: to offer the best football there is – local football.” 12.D90


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